Will experiential marketing work for your company?
I recently enjoyed a long golf weekend with three friends from Toronto. One friend is a CFO, another is a CEO and the third is a Director of Experiential Marketing for a golf equipment manufacturing company. He also happens to be a former golf pro. We had a great time watching Barry Wallis hit long straight drives, shaping his iron shots to the middle of the green, getting up and down from the fringe or the sand, and not missing any putts shorter than 6 feet. What an experience this was. I had not personally used the title or created a job description for a “Director of Experiential Marketing “ so I decided to look closer and understand what Barry’s title represents.
Building a relationship with your customers.
As I read about experiential marketing it became clear that it is really all about creating a hands on emotional experience that supports the value your products or services provides. It is the value proposition in actions not words. Too often marketers come up with great phrases and jingles and product positioning that just misses the mark. We buy to satisfy what we perceive as a need. I need a new driver because I need to hit the ball longer and straighter. Forget about my bad swing or poor tempo. The new driver will fix this. The decision becomes emotional. How many new drivers are sold every year because we think it will help us hit longer and straighter? I have a G5 Ping Driver. It works as well as I can make it work. Should I upgrade to the G25, which is several generations better than my G5? Better yet should I switch to the new Callaway Razr Fit Xtreme. I think I still have a couple of Callaway War Birds in one of my old golf bags. I hit them pretty well. The other option of course is the new super duper R1 TP from Taylor Made. We all know that Taylor Made is the number one driver in golf. I am certain I have an old Taylor Made Bubble driver somewhere in my garage or attic. Got your attention? If not, then click here for experiential marketing. If you play golf, you are always looking for ways to improve your score. For most of us that normally translates to spending another $1000 plus to have the latest and greatest equipment.