Demonstrate Rather than Tell: How experiential marketing is creating a sea-change in the world of branding and advertising


by James D. Roumeliotis

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Ask any consumer what they think of all the advertising messages they are exposed to on a daily basis and chances are the majority, as most surveys have revealed, believe there is far too much advertising noise – whether offline or online. A sizable percentage of consumers have also admitted that they avoid purchasing products that over-advertise.

Several months ago, I attended a local conference organized by a Canadian marketing group. I was drawn to one of the key note speakers, in particular, who made a compelling presentation on the benefits of “experiential marketing”. To me this clever approach was the antithesis to traditional advertising which is generally a monologue. Rather than sell the features of products or services, you apply innovation to draw your ad audience’s full attention to your wares. What’s more, this tactic builds brand awareness which settles longer in the mind of the consumer – allowing people to experience the benefits for themselves. As consumers are bombarded with multiple messages daily, companies ought to find a way to keep their brands top of mind and earn loyalty.

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YOU CAN READ THE REMAINDER OF THIS SUBJECT MATTER IN THE BOOK “ENTREPRENEURIAL ESSENTIALS: UNCONVENTIONAL BUSINESS WISDOM AND BOLD TACTICS

For a no obligation FREE preview (2 chapters), kindly click here.

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