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Do you remember how in the old movies, there was always that salesman who travelled door to door, trying to make a sale? That was experiential marketing and that is how long it’s been around. Without a doubt, the new era of technology, of social media and mobile apps and local marketing focus, has impacted experiential marketing greatly, but in the sense of making it obsolete, but rather in helping the trend adapt and put on a new face, a better face, a more engaging face. Promotional agencies have acknowledged the fact that technology assisted field marketing will be even more powerful than experiential campaigns have been so far, by combining one on one experiences with mobile and social media, both of which consumers love. Some experiential marketing companies call this 360-degree product experience, which allows for a more empowered consumer. So what exactly is the new face of experiential or field marketing? Well, for once, this type of marketing evolved in the sense of providing consumer engagement not only through human interaction and one on one experience, which are still very important, but also through digital or virtual interaction. To that extent, the promotional stands and expos are not what they used to be and the event staffing makes constant use of smartphones and tablets and customised apps to promote the service or product they are supposed to promote, regardless of whether it has anything to do with technology or not. This way, promotional agencies assure their clients that consumers get to experience the new product, but also to remain faithful to their favourite practices, those of virtual interaction. In addition, by creating a virtual platform for the campaign, companies give consumers the chance to engage before, during and after the event, through Likes, Attend, Check-ins and Comments. It’s an all round experience, where people get to see and try the product live, but also connect to it, and thus to the brand, virtually, digitally, which weighs a lot in today’s era. Nonetheless, experiential marketing companies have had to also adapt their modus operandi and assist companies in planning this type of events. Another way in which the new technology has impacted experiential marketing companies and campaigns is the fact that consumers can add to the content of a campaign, as they are actually part of it. From push content to participative content, the new process takes companies and marketers one big step closer to the perfect relationship building process between consumers and brands. The bottom line is that all the developments and advancements made in social media and mobile apps and the Internet altogether, have shaped a new contour of field marketing, one that promises to be more engaging, more effective and more complete, if one may say so. It’s not much further that it can go from here, but promotional agencies and companies in need of field marketing can sure do a lot with the tools they have on hand right now. To find out more about promotional agencies or about experiential marketing companies, please click here.
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