How do you REALLY connect with your customer?

By integrating elements of logic, general thought processes, emotions and their five senses you can discover a unique approach to the task of connecting with your customer.

When marketing in an experiential manner your objective is always to encourage such a deep connection with the customer that they respond to your product offering based on both their emotional and rational response levels. Here are a few of the basics of experiential marketing, and how this process can help you succeed when other marketing strategies fail.

Appealing to a variety of senses, experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiring a sense of practicality. This means that, a marketer, you need to have a firm grasp on the mindset of the prospective target market you wish to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase.

In order to engage in experiential marketing, it is necessary to connect with as many of the senses as possible. Striking displays with powerful visual elements, such as websites, and visual media such as print ads should not only be visually appealing, but also conjure up daydreams of locales and reminders of sensations that are enjoyable to the individual. When used to create customer experiences of this nature, a sense of rapport between the product and the consumer is established that helps to make the good or service more desirable with each encounter.

Because experiential marketing connects with the consumer on multiple levels, the strategy is ideally suited for contemporary sales and marketing campaigns. Shortened attention spans demand that any ad campaign make a quick impression, or the opportunity to engage the consumer will quickly pass. While thirty second ads on radio and television once had a great impact, many people now use modern technology to avoid this sort of marketing approach.

This means that ads you place on the internet, in the print media, and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make a lasting impression. Experiential marketing holds the key to making this happen. By appealing to all five senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that you can still attract and satisfy the needs and desires of your prospective target market.


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