Experimentalis, el marketing experiencial.

.bannerexperimentalis

Lo importante para las personas, son las experiencias.

Gracias a ellas, y a las emociones generadas, somos capaces de aprender día a día. Horeka a sabido captar esto y llevarlo un poco más allá, creando un nuevo departamento de marketing en el que desarrollamos proyectos experienciales, capaces de trasmitir mensajes que provoquen y despierten emociones.

En este primer artículo dedicado al marketing experiencial, quisieramos dar algunas nociones de lo que se hace en esta rama. Somos tantos, haciendo cosas tan iguales y tan diferentes, que es un poco difícil, si no, complicado poder innovar en este campo. Pero contamos con personas capaces de hacerlo, por que uno de los puntos fuertes de nuestra empresa es; “Replantear”, lo que nos lleva a “Reinventar”.

El marketing experiencial. (Definición)

En pleno siglo XXI “la satisfacción del cliente ya no es suficiente, para diferenciarse se necesitan experiencias. Las experiencias son fuentes de emociones y las emociones son el motor de la toma de decisiones.

No existe futuro para aquellas empresas que no las tengan en cuenta a la hora de hacer sus estrategias”.

En esta rotunda cita de la experta en marketing Elena Alfaro se reúne la esencia del marketing experiencial, y la necesidad de no solo ponerlo en práctica, sino también saber cómo llevarlo a cabo. En este primer post de una serie, en el que trataremos de explicar conceptos relacionados con el marketing y la publicidad, en esta ocasión hablamos del marketing experiencial y tratamos de ver algunos ejemplos actuales.

Definición del concepto

Para entender la idea de “marketing experiencial” (también conocido como marketing de experiencias o marketing emocional) debemos partir del marketing tradicional. Si este último se centra en aspectos del producto como su calidad, sus características y sus beneficios, el primero se centra en el propio cliente y las experiencias que éste obtiene durante la comercialización y uso del producto o servicio. Por tanto, la clave está en que un cliente elige un producto o servicio por la vivencia que le ofrece antes de la compra y durante su consumo.

Así pues, este artículo, podríamos definirlo como “la gestión del valor de la oferta de un producto o servicio a través de vivencias emocionales de comunicación y consumo gratificantes para el usuario y pertinentes a la marca”.

¿Y por qué la experiencia marca tanto? Según Scott Christ, escritor y emprendedor, “el marketing experiencial trata de establecer conexiones entre las marcas y los consumidores”. Es por ello por lo que este tipo de marketing “compromete los sentidos de los consumidores y les permite interactuar físicamente con su marca”.

Ahora bien, ¿poner en práctica esta fórmula es siempre sinónimo de éxito? Probablemente no. Si lo comparamos con las campañas publicitarias en los medios de comunicación masivos, el marketing emocional ofrece una comunicación personalizada, generando un mayor nivel de compromiso emocional y un porcentaje de conversión mayor. Un mayor “engagement” en definitiva.

Varios autores han analizado el impacto social del comportamiento de los consumidores. Uno de los pioneros en llamar la atención sobre esto fue el intelectual estadounidense Alvin Toffler, quien en 1971 en su libro El shock del futuro ya preconizaba un futuro en el que los consumidores preferirían invertir una parte significativa de sus salarios en vivir «experiencias increíbles», lo que motivaría el surgimiento de una «industria experiencial».

Max Lenderman, fundador del Internacional Experiential Marketing Association (IXMA) y considerado uno de los pioneros en el campo profesional del marketing experiencial, propone una metodología de marketing experiencial en su obra Marketing Experiencial: La Revolución de las Marcas y señala estos 5 puntos:

1. Las campañas de marketing experiencial deben suponer un beneficio significativo para el consumidor.

2. El marketing experiencial se comunica en un diálogo personal entre el profesional del marketing y el consumidor.

3. Se basa en implicar a la gente de forma memorable.

4. El marketing experiencial dará más poder al consumidor individual y desatará la evangelización a pie de calle.
5. Será la clave del éxito o del fracaso de las marcas del futuro.

Este concepto engloba a todos los demás. De hecho, no es un fenómeno nuevo, el del marketing emocional y, sin embargo, son muchas las empresas/marcas que aún no son conscientes de su importancia. Ya lo decía el Instituto Nacional del Consumo hace más de una década:

“El consumidor se ha vuelto escéptico. Ahora es mucho más difícil convencerle de las ventajas de una oferta. La opción posible de muchos anunciantes es la búsqueda de mecanismos de comunicación alternativos y de personificaciones o atributos éticos alrededor de las cuales presentar los productos”. En este sentido, el marketing experiencial cobra un nuevo significado.

Vía: BlogginZenith

Puedes conocer la web de experimentalis en el siguiente enlace:

www.experimetalis.com

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