Experiential Marketing – Buzzword or Leverage Experiential Marketing . . . we all do it at some level but is it just an industry buzzword or something to be considered, managed and leveraged in today’s businesses? First off, what is it? Marketing experts and gurus have written, spoken and analyzed the many aspects of Experiential Marketing. There are some clear opinions about what it is and what it isn’t, however, most agree it involves the development of stimulating, engaging and visible, walk- in and online experiences. I personally like to enhance this and give it more depth by defining it as, the collective effect of all sensory experiences that occur during every point of contact with an organization. From the first point of contact, whether it’s a hand shake, business card, flyer or sign, people form an impression of what type of business you are, how you position yourself and what kind of product and/or service they can expect to get from you. To illustrate; A new Italian restaurant opens up in downtown Winnipeg. They design, print and distribute a flyer which I receive in my mailbox. What does the flyer tell me about the restaurant? How do I position them in my mind? Lunch buffet, quality dining or somewhere in between? Is it printed on pink paper with blue writing, 10 different fonts and a major typo in the headline? Or is it printed on a smooth glossy paper, clear copy and an enticing photo? This is the first point of contact and one that will either engage the dining prospect to take the next step or cause them to drop it in the recycling bin. The flyer is enticing and I love Italian so I decide to make a reservation for Friday night. I dial the number and the person on the other end greets me, “This is ABC Italian what do you want?” Or perhaps they say, “Good day, this is ABC Italian, Winnipeg’s newest premium Italian dining experience, can I take your reservation for this evening?” This is your second point of contact. Now what impression do I have? Don’t underestimate the impact of your front line people. They are one of your most important points of contact and should be hired for their level job specific competency and for their ability to interact with clients in a stimulating manner. Finally, it’s Friday night. My husband and I embark on the 25-minute drive downtown and the much anticipated, ABC Italian Restaurant. As we’re driving we realize there’s a concert at MTS Centre and our conversation shifts to the dilemma of parking. We discuss our parking options relative to the restaurant’s location for 20-minutes until we spot the obviously new, well lit awning of ABC Italian. It looks warm and inviting so we continue our drive down the street searching frantically for a place to park. But step back . . . What if the sign was a hand painted piece of plywood bolted to the front of the building with old newspapers swirling around under a poorly lit entrance? Would we park and go in or continue to drive right on by? This is the third point of contact. We’re now directly in front of the restaurant and still haven’t secured a parking spot . . . but what’s that? No, its not rock star parking. Better yet! It’s a sign that says, “Welcome to ABC Italian. Please take advantage of our FREE Valet Parking!” We pull up and a polished and polite valet takes our keys and tells us to enjoy dinner. Fourth point of contact. What a great start to the evening. Already my expectations have been exceeded and we haven’t even walked through the front door. KEY POINT: Strategically orchestrate your points of contact so that at each point you’re meeting, or better yet, exceeding your customer’s expectations . . . If your customer has an incredible customer experience what will they do? They’ll come back. And if you really manage to WOW them they’ll tell others. undefined