All marketing is experiential- Adefila
By Zion Rufus
Every marketing activity and especially, marketing communications activities, are experienced, according to Boye Adefila, Founder of Copycoach Nigeria who pointed that all marketing is experiential.
In the actual sense of it, experiential marketing, a type of marketing strategy, is based on creating memorable and innovative customer experiences to create deep emotional connections between a brand and its customers by creating synergies that improve loyalty, through focusing on providing sensory, emotional, cognitive, and rational values to consumers.
Adefila said: “”All marketing is experiential; the senses engaged and platforms of engagement nonetheless. Since every marketing activity is a message (be it the product name, packaging, label, price, market place or what we actually label as communications & even research!), it follows that the same has to be experienced by a target.”
“While disciplines have evolved over the decades for professional and occupational convenience (and other exigencies), it is important for marketing practitioners, who want to demystify marketing for absolute comprehension (to whatever end), to understand that, by its very nature, marketing is always experiential.”
Beyond advertising, experiential marketing aims to allow consumers to experience something tangible, which they will then associate with the brand, such as an exhibition service, or a live interaction.
In both B2B and B2C industries, companies are beginning to prioritize reaching all the fundamental areas necessary for building a profitable relationship with their target audience, as customers are also beginning to enjoy the freedom of experiencing brands first-hand in innovative ways and at their convenience.
Adefila continued: “Where classic Experiential marketing dominates and rightly so, is that it is the only one that enables three additional senses and this is the superpower that members of EXMAN bring to the marketing table, Sense of touch, Sense of smell, Augmented Reality; they are all conveying a spoken or unspoken message to the consumer.”
“The next Sense, yet to be tapped into is ESP; but when this happens, the whole concept of marketing may have metamorphosed into a new economic society, too complex to discuss here. For now, suffice to say that if practitioners deeply understand the impressive, yet simple connection between perception manipulation, messaging and the consumer experience, integrated marketing will have fewer borders.”
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