One of the buzzwords in the modern business world is “experiential marketing,” which, by the way, is exactly what it sounds like. Businesses large and small have moved to this trend of enabling their potential customers to be immersed in the experience of their products, the point being to make customers truly interact with a product. This gives them the opportunity to not only try out the product, but to also be personally affected by the overall experience. This forms a relationship stronger than the conventional marketing techniques from days of yore by evoking deeper, more defined emotions in the consumer. Experiential marketing is truly the next necessary step for businesses in a world where people are able to fast-forward through commercials and block ads on their computers. It has become extremely crucial that businesses adopt this new strategy in order to keep from becoming obsolete.
One innovation on this front is the use of mobile apps to further engage consumers with these products. For instance, TapWalk is a company that produces mobile applications for events and venues, providing interactive features like maps, points of interest, calendars of events, access to social media, and many other options which are all customized to match the branding of each particular venue or event.
So how do mobile apps like TapWalk’s improve the consumer’s overall experience and relationship with a product?
- Simplification - Making an event easier to navigate gives your attendees further opportunities to interact more effectively with their surroundings. Instead of wasting effort on finding their way around, attendees are actually able to experience and take part in the event.
- Familiarization - The customization of mobile apps allows for more branding to reach the eyes of your users, increasing your brand awareness.
- Engagement - Features like gamification and in-app surveys help immensely with the “experiential” part of experiential marketing. These features help with engaging your attendees so they truly interact with your company and products.
- Analytics - Receiving analytics helps you see how users interacted with your event, letting you tailor future events to create an even better experience for your attendees.
There are a number of creative ways in which you can use a mobile app to improve your experiential marketing efforts. For example, the Boston Globe recently hosted an event in Boston’s Faneuil Hall which included live performances, cooking demonstrations, and games with fun prizes. The Globe was able to incorporate a mobile app by having TapWalk build one with a survey for the event’s attendees.
We have reached a point where traditional advertising is just not enough to keep businesses afloat. Experiential marketing is permeating the current business world, and you have to fall in line in order to be successful. Thankfully, apps like those that TapWalk produces act as creative solutions to experiential marketing dilemmas, allowing for products that are already based on experience to be enriched in ways that are new, exciting, and emotionally provoking to its users.