What makes your brand unique? Why do your fans love you? Stop for a moment and think about it. Write down some of your thoughts. Go ahead write them down; don’t worry, we’ll wait. If you’ve done the exercise, you’ve probably listed a number of attributes that are very difficult to measure. They’re virtually impossible to communicate through two-dimensional broadcast channels. If we put your biggest fans in a room and asked, “Why do you love this brand;” their answers would move beyond the features, benefits and other attributes associated with the brand. Maybe they’ll talk about how it ties to their identity, or how your products stand up to even the biggest obstacles. So, how do you communicate what isn’t “broadcast-able?” The answer is rather obvious – let them experience it. Whether you’re launching a new health bar, providing the world’s best equipment to contractors, or providing software that enables companies to operate more efficiently the days of making claims are over. Ads on TV or in trade journals just don’t suffice. A world-class website is now table stakes. The truth is, people expect more out of companies these days. They don’t want to look at your product – they want to feel it, touch it, taste it and put it through its paces. It is in this interaction with you, that your brand becomes truly “3-dimensional.” Experiential marketing is the natural accelerant to creating and maintaining a 3D brand for three primary reasons:
- Direct interaction with current and future customers.
- Conversation and stories, told naturally, between all parties.
- Experiences allow you to build relationships.
No matter what you call it, if these three ingredients aren’t present then it’s just advertising. And people simply don’t believe advertising. Review your marketing mix today and make sure that you’re bringing your brand to life, building your fans of tomorrow while reinforcing the relationship with your fans of the present.