Brand Awareness: Return on Experience

As, I write this piece, the
marketing world is changing;
and with it the imminent
change in conducting business.
This change is being demanded
by savvy, empowered
consumers who is not swayed
by the big media instigated
"brand essence". Today, the
elusive consumers want
relevant and on-time messages.
The best way to covey it to them
is through experiences that are personally relevant, memorable, sensory, emotional
and meaningful.

"Return on Experience" is the marketing buzz word of the 21st century. “Experiential marketing is leading the way into the new marketing paradigm.” Know your target demographics. Deliver a memorable experience at every touch point. You are bound to succeed.

Prof. Bernd H. Schmitt, director of the Center on Global Brand Leadership of Columbia Business School writes, “Today, customers take product quality and a positive brand image as a given,”........"What they want is products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds – that deliver an experience.” In his book Experiential Marketing, Prof Schmitt discusses 5 strategic experiential modules of Sense, Feel, Think, Act and Relate that form the basis of experiential marketing.

(At the risk of being shamefully aggressive), with pride we may say Skyline Mirage is the perfect back wall for busy trade show exhibitors who are penetrating in small vertical markets. The experience is delivered in the ease of set up. Developing this product some 30 odd years ago, Skyline related to the multifaceted challenges of an exhibitor and since then, Mirage has undergone various evolutionary phases to evolve in its final form as self locking Mirage Plus.

Companies that deliver the right experience to customers will succeed in this tough competitive market place. Trade shows are great venues where your prospects and your clients get to feel and experience your brand. To deliver a memorable experience, use innovative approaches to engage your visitors in creative and interactive ways. For example, ask your customers to write down in a white board (which very well can be part of your back wall) the defining verbs that come to their mind when using your product.

Cause-marketing activities is another proven way to deliver a memorable, soul soothing experience. Allos Therapeutics Inc., a biopharmaceutical company specializing in anti-cancer therapeutics, crafted its philanthropic, in-booth activity around a quilt donation to cancer patients. Eager to support cancer patients, attendees happily completed the activity — adding messages such as “Life is a gift!” and “May hope, faith, and courage be your guiding light today and always.” Allos would sew the completed squares into as many quilts as possible, each one of which would be donated to a cancer center for distribution to patients.......A compelling marketing campaign that touched hearts and inspired minds.

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