The concept of experiential marketing is simple, whereby brands become proactive and allow consumers to experience the product first hand. This concept can have a profound effect on consumers if done effectively. We have witnessed construction projects coming up with fully furnished model flats on site to entice potential customers to buy into that dream and become part of an illusion (I call it an illusion, at least until the time the project is completed). We have also experienced door-to- door sampling from various brands.
Without extensive media airing, or social website blogging, this venture would not have gained the hype it created. The result is that halfway across the world I am now sharing my experience.
Give a free hand to advertising agencies and brand activation companies to come up with ideas that will create a snowball effect, that have a media strategy incorporating all communication platforms. Yes it will require big budgets and this is where synergising with other brands will play its role. (The Charmin activity was a joint venture between Kohler, a leading bathroom fixtures brand, Samsung and iPod.) The return on investment if done with passion will be substantial.
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