Just browsing our website you may have noticed that we talk a lot about “experience based marketing”. You may be wondering to yourself “Isn’t all marketing based on experience?” Well the answer is sort of kind of maybe. Sure, when you see a commercial on TV or listen to a radio ad you technically “experience” what the ad’s message is trying to convey, but do you truly remember the ad when it’s finished? Probably not.
The reason behind why you may not remember the ad is simple: It didn’t create a memory or invoke emotion. By nature human beings remember things more if it made an emotional impact on them. For example, it would make sense that you are more inclined to remember the brand of your favorite ice cream sandwich if you were enjoying it on a hot summer day when you were a kid playing outside with your friends as opposed to a 15 second commercial you saw as an adult that interrupted your favorite TV show. This is because in adulthood every time you see that brand of ice cream you can associate it with the positive experience you had as a child.
Over the past 15 years many notable brands have begun to witness the decline in conventional advertising through commercials, radio, and print. With the rise of social media the human attention span has dropped to less than 6 seconds (shorter than a Goldfish) which means that companies have to work even harder and be more creative in how they market to the common consumer. Coca-Cola, one of the largest Fortune 500 companies, caught onto this decrease in consumer attention quickly and reorganized their marketing tactics to target consumers in meaningful and unforgettable ways to connect them with the Coke product. Remember those Coca-Cola cans with everyones name on them? Did you ever find a can with your name on it? If you did, do you remember how excited, happy, and special you felt to buy a can of Coke tailored specifically to you? That bit by Coca-Cola was the Share Happiness campaign, and it will go down in history as one of the most successful experiential marketing campaigns ever created.
Is marketing through experience the final frontier of marketing? The answer is most likely no as marketing will continue to evolve to meet the needs of consumer as it always has, but right now it is a 100% guaranteed way to increase your ROI by a large margin in a short period of time. In this day and age with decreasing attention spans and the desire to reach more people than ever, never forget the core message of what it means to be a marketer: Connect with people with the people that matter most.
Nick Myers is the Managing Partner of RedFox Creative. For more information please contact firstname.lastname@example.org.