According to experts in digital marketing, the Marketing of Emotions or Marketing of Experiences is a marketing technique increasingly used by companies to get to the heart of the customer in a much less intrusive. On this topic we will deal with in this article.
The first question that probably assaults us is the following: How is it possible to get to the heart of the customers? The answer we get in the literature is that this is achieved by convincing the customer that the brand or product will be the solution to their problems. Being honest, that statement does not seem anything new, since since the eighteenth century the merchants offered the solution to all the problems of their customers, if they bought their energizing concoctions. So, what exactly is the Marketing of Emotions?
Experience marketing is related to neuromarketing, so its main objective is to provide a positive and real experience to the consumer. In this way your brain will associate the product with the brand in the future and in turn with the sensation that we have wanted to evoke. As a result we will have a high loyalty power, a much higher rate of new prospects and an online and offline reputation that will stand out from the competition. Interesting, right?
To implement the Marketing of Experiences we must follow the following recommendations:
- Offer other commercial experiences in addition to buying, as a surprise gift.
- Carry out campaigns that show what they do. Here lies the true value of experience marketing.
- Show that you know the taste of customers. For example, give a movie ticket to a client to see his favorite actor.
- The senses are great allies, so I recommend including taste, touch, taste, sight and smell in marketing campaigns.
- Give workshops or any activity that helps the integral health of your clients. Not everything is selling your products.
There is an interesting example of Coca-Cola that reflects the potential of experience marketing and is shown in this video. It all starts with the installation of a vending machine for bottles of this black cola on a university campus. See the reaction of young people.