When using experiential marketing campaigns, your intention should be to attract your customer on various levels. The campaign should appeal not only to their auditory or visual senses, but to their logic and all the other senses as well. The purpose is to hone in on the consumer’s full reaction rather than on the reaction to the product in isolation.

In traditional marketing campaigns the purpose was to sell the features and benefits of the item that was being marketed. When using experiential campaigns, you want to involve the customer and get a reaction that makes them feel emotions about the product. You also want them to become not only loyal to the brand, but to your company.

It is important that as a marketer you attempt to put yourself in the consumer’s position. Try to feel what they feel when they view your campaign. Consider what would be going through their minds and what their initial reaction to the media will be.

Try to attract and activate as many of the viewer’s senses while you are using the different marketing platforms. The first step is to have campaigns that will attract the customer on a visual level. Beyond that, it should be effective enough to have the consumer already planning the purchase of the product and how it will be used.

Put them in a position where they can see themselves living with your product. When using this strategy it is important to capture the attention of the customer. You also need to hold that attention long enough for them to experience those emotions. A good campaign should aspire to inspire these feelings every time the customer happens to view the display, the website or whatever form of advertising media you use.

Remember that the point of experiential marketing is to envelop the entire being of the consumer. This will invoke such strong emotional reactions that they will feel that they have to immediately obtain your product. This strong response will also make them come back for more of your product.

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