What is Experimental Marketing?
This is a marketing technique that is used for the creation of experiences between consumers and brands. Experimental marketing techniques include campaigns for initiating direct interaction with the target audience. These campaigns include product sampling, stunts, immersive experience events, etc. This method of marketing is carefully designed to engage the customers and connect them with the brand’s identity and philosophy. This transforms passive audiences into active consumers, offering personalized and unique experiences.
Traditional marketing communications and advertising campaigns are not enough for many brands to remain relevant. Sophisticated customers are very cynical about brands and their products. So alternate strategies have to be adopted to convince the target group. In the digital age, where the majority of the marketing campaigns are organized virtually, brands need to leave an impression in the real world. These strategies aim at connecting to people. A brand, when it adopts an experimental marketing technique, yearns to position itself as a relevant, viable, and desirable solution. To achieve this, a wide variety of techniques such as roadshows, exhibitions, PR events, digital campaigns, and more are organized by the brand.
The current scenario is witnessing a transformation where an increasing number of marketers are investing in experimental marketing. This is difficult to measure. Moreover, the effectiveness of these marketing campaigns cannot be measure with a standard method. So, the world of experimental marketing in extensive and broad, which makes accounting very difficult. These range from huge festivals to more intimate and immersive events.
Experimental marketing campaigns are very dynamic by default. Each marketing campaign demands a unique blend of channels, tailored according to the target audience.
Types of Experimental Marketing
Some of the most common types of experimental marketing that are used by marketers are listed here.
Classes and Workshops
Organizing classes and workshops are by far one of the most commonly used methods of this marketing, globally. Such classes and workshops are conducted by almost all the major brands across the world. Virtual classes and workshops are also organized by many brands when the participants are separated by geographical barriers.
Pop-up Experiences
Pop up experiences can adapt many forms. These include art installations, live performances, flash mobs, and even retail stores. Pop-up experiences are fun and engaging experiences for the audience. Pop-up experiences tend to cultivate a scarcity mindset in the crowd. Since pop-up experiences are temporary, it creates pressure to experience the event before it comes to an end.
Product Showcasing
Product showcasing is the most effective type of marketing that is capable of educating potential customers about a product or a service. It is proven that direct showcasing is more effective in educating a customer than any other form of advertising. This is why a huge buzz is created around the product launch events of huge brands such as Tesla, Apple, and Microsoft.
Different experimental marketing campaigns share the common goal to actively engage potential customers and convince them to buy a product.
