Experiential Marketing

Experiential Marketing
Non-mass based marketing where target groups are contacted to a one-on-one communication. Related interests are ear marked as associated with the product. The customer is reinforced with awareness and identity from many contact points. These points are identified from demographic interest items for the target group. Example: 25-35 year old, married with child, home owner, car owner – main target influence is home, and security items. Media and interface is based on these key factors. Other points to build awareness through are associations with say Home Depot, Drug stores, Security services, Landscapers, toy products, grocery stores, education programs, car and life insurance companies. Awareness can be built by sponsoring events hosted by any of the related sectors, build awareness around community involvement.

Tangible items to support awareness could be toy related like the soccer balls in liquor stores, Tonka toys in car dealers, Gravol ads on air sickness bags.

Use the high tech buzz to get in the target’s face: Web and blogs to direct them to where they can buy and to screen testimonials.
Family related incentive programs to drive awareness and access to on-line shopping for your product, discounts for no store front costing.

Identify what things of interest are in that demographic group, nurture them to build your product awareness. Take the product to where the money is, disposable or not. If you develop the need and support it with warranted awareness as a community company contributing to his security and home comfort they will always find the money to buy to fulfill that need, justified or not.

Example: A Calgary housing community, Target demographic for Tuscany, put on block parties that are child centered and they will come in flocks. Don’t push your product but have it there, show the name on the support materials and make sure there is a hand out for a family competition with e-mail access.

If you were a security system, or a motion sensor light, a power garage door, universal remote, in-home and back yard sound system, intercom and wireless blue tooth interface, air system tool, ski/snow board/sports general – this would be a good program. Contests would be family pass at a ski resort for doing an in-house assessment and cost proposal.