The marketing of experiences- also known
as sensorial or experiential marketing – seeks to create bonds with the
consumer through emotional concepts that humanise a brand.
It is about reaching the "consumer’s
heart" and creating a brand loyalty bond between the consumer and
his/her relationship and experiences with the products.
And nowadays it isn’t enough just to
have a good product!
A good product is something that is
practically “taken for granted”; price has also lost power in the list of
determining purchasing factors, times have changed and now it’s not about
selling, it’s about betting on the consumer-brand bond that will allow for a
long-term relationship and that will differentiate the product from the
competition’s.
In order to work the marketing of
experiences we need to “humanise” the brand and bring it to life. Know our
consumers very well, what their daily life is like, their lifestyle, their
needs beyond the product, advance their future needs, which means paying a lot
of attention to the consumer and converting the product into a tool that not
only fulfils its main aim but also offers him/her additional benefits.
Marketing professionals no longer speak
about “normal consumers”, they speak about the Crossumer, a concept that
defines the new consumer, more intelligent, more informed, more demanding,
difficult to impress and who “passes the product barrier" looking for a
purchasing experience.
In this sense the label can become another
element within the brand’s marketing and communication strategy.
Much more than labels: different ways to
interact with the consumer
- Aromatic labels: Aromatic labels are an excellent option to incorporate standard
or personalised aromas so that the label becomes a sensorial experience
for the consumer.
- Thermo-chromatic labels: A fundamental help for some types of products given that,
through the label, the consumer can know about – for example- the
temperature of the product to be consumed. A good example of this type of
label can be found in the label that IPE developed for FLOR DE VETUS, a
label with thermo-chromatic ink that changes colour to indicate the ideal
temperature to drink their wine.
- Scratch labels: Scratch labels are another option to take into
consideration if we are looking for experiences based on games,
competitions, etc..
...... however, Interactive Labels are
ideal to create an experiences strategy around the brand as they undoubtedly
offer many possibilities that can be included in the product and, through the
labelling, a series of experiences that will establish a bond with the consumer
associating a label with multimedia content that is highly realistic are
undoubtedly a very powerful tool for the consumers to have unique product
experiences.
An example of experience marketing:
The "most basic and simplest" label
can also be used to create consumer experiences. Coca Cola recently announced
its campaign called "Share a Coke" which will launch personalised
labels in 32 countries.
In order to do so, Coca Cola compiled an
average of the 150 most common names in each country. The labels for all
the names that don’t appear in the limited series can be ordered through a Facebook
application.
