Event Marketing Solutions: Why Experiential Marketing Makes Brand Sense
Keith Austin, CEO of Event Marketing Solutions looks at the latest thinking on sensory marketing, and why experiential activity makes brand sense.
When brands appeal to more than three senses, and therefore different parts of the brain, sensory print can increase brand impact and engagement by more than 70 per cent.
At Event Marketing Solutions, the daily discussions revolve around developing event marketing campaigns, using bespoke exhibition trailers, that really strike a chord with target audiences, and drive them to engage deeper with a brand.
It is part and parcel of EMS’s everyday business, so the recent reports about research that looks at the metrics of brand engagement were certainly attention-grabbing.
Martin Lindstrom is a brand expert and author, he even made it into Time magazine’s Top 100 ’most influential’. According to a study by Martin, when brands appeal to more than three senses, and therefore different parts of the brain, sensory print can increase brand impact and engagement by more than 70 per cent.
This fact is part of a more in-depth article on sensory marketing in Marketing Week, and whether it could be worth up to $100m to brands – you can read the piece in full here.
Experiential marketing is all about immersion. The inherent nature of the activity is to touch people through every sense possible. From visually stunning graphics to hands-on demonstrations, as well as opportunities to sample and taste, which all work together to the backdrop of a soundtrack specially selected to further influence the consumer. Even the temperature of the environment can be manipulated to enhance the experience.
Activity which engages multiple senses isn’t reserved for certain sectors either. This approach may be an obvious choice for a food and drink brand, but EMS has managed roadshow truck tours with a myriad of businesses, from the high-tech and scientific, to luxury motors and tourism – all of whom have used the way their brand translates through sound, sight, smell, touch and taste to drive sales.
The power of this approach is further demonstrated in The Business Generator research by FaceTime, the promotional body for face-to-face marketing. Three of the highlights from the study, which surveyed marketers and business directors, are:
* 80% agree that live events deliver better ROI than other media
* 93% feel that face-to-face marketing is the most effective media channel to convert prospects
* 80% agree that a person spends more money with people or companies they have met face-to-face than with people not met
There’s no doubt that connecting brands with their target audience through an experience that stimulates multiple senses deepens consumer engagement, creating stronger emotional ties, which also have longevity. To find out more about how Event Marketing Solutions can translate your brand through sound, sight, smell, touch and taste, please get in touch today.
- Contact Information
- Kate Price
- Marketing Manager
- Event Marketing Solutions
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