Question

Topic: Customer Behavior

Giving Consumers An Experience

Posted by Anonymous on 9/9/2005 at 3:40 PM ET 250 Points
OK People, here is a fun one!

Part 1: Being that people are generally not paying attention or at least not paying full attention to traditional media, what do you think of Experiential marketing? Letting people try things on their terms and get the "Ahhh" factor all by themselves.

Part 2: Does anyone know of a good example of this being done? I'm not referring to taste tests, but events that people try out the product, use it, and have the chance to purchase it.
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RESPONSES

  • Posted by wnelson on 9/9/2005 at 3:58 PM Member
    Hi, Paul.

    How about in the auto industry? Prospects are allowed to take their selection home for the weekend under no obligation to try the car out before they make the decision.

    In a way, products that give you a XX day money back guarantee. I think Oreck vacuum cleaners are this way. I've heard mattress commercials state this guarantee also. Maybe the Bose Wave radio too.

    As to the relationship to customers paying attention to media, I didn't think of these offers as a substitute for media so much as reduction in resistance a consumer has to purchase by removing the risk factor.

    I hope this helps.

    Wayde
  • Posted by wnelson on 9/9/2005 at 4:57 PM Member
    Paul,
    If you have access to Marketing News (AMA pubilication) - Sept 1 edition has an interview with Dave Balter - the founder of BzzAgent "word of mouth" marketing agency. I just opened my edition and since Cheryl called it to our attention, it popped into view!

    Wayde
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