In the CPG industry, experiential marketing is not a foreign term. The concept of letting a customer try before they buy is not new, and brands across the country are taking advantage of the benefits that an experiential marketing campaign can bring to a merchandising plan. But why does experiential marketing work? How is it that giving your customers the chance to test a product in-store actually leads to profit and what impact do these campaigns have long term?
When a customer enters a store with a shopping list, chances are good that they will add additional items if prompted. This is one of the main reasons that experiential marketing works. This works especially well when products are featured together. For example, if you are promoting a new pasta sauce, make sure to serve it with another product offered by your brand (pasta, spices, etc.).
Experiential marketing is great for brand and customer loyalty. The emotional relationship that is formed through a taste sampling works to keep customers coming back for the same product. There is a lot to be said for memory, and when a customer can link a positive experience (the experiential marketing event) with a product, they will continue to purchase that product.
When combined with a promotion (ie. a coupon or a sale), experiential marketing becomes even more effective. Everyone loves a sale, and so being able to try a product and then purchase it at a discount is incredibly appealing.
A good experiential marketing campaign gets people talking. A regular trip to the grocery store doesn’t often stir up much excitement. Instead, leveraging an event that catches peoples’ attention can lead to word-of-mouth advertising. And they are not just talking about the event – they are talking about the product.
Another key benefit of experiential marketing is the research potential it represents. With the right staff, you can easily identify your target market through a campaign. Asking customers what they think about a product after a demonstration or tasting can garner valuable feedback to be used in the future.
Experiential marketing doesn’t have to be difficult, but it does have to be right. Individuals staffing the event need to be knowledgeable about the product, as well as energetic and outgoing enough to get customers to stop. Location is important, as is timing. The right merchandising company, one that specializes in experiential marketing campaigns, is a smart place to start to get your campaign up and running. They can handle everything and you can be sure that the campaign is used to its greatest potential.
For more information about why experiential marketing works, or to get a campaign going, please contact Storesupport by calling 1-877-421-5081 or visit us online at www.storesupport.ca.