Experiential Marketing “EM” is a luxury branding evolution also known as “engagement marketing” exploding in the luxury industry. This is a different kind of “direct marketing strategy” through advertising engagement to influence by encouraging participation or inviting the luxury consumer to engage with the luxury brand.
Where EM differs is that rather than looking at luxury consumers as passive receivers of messages, engagement marketers believe that luxury consumers should be actively involved in the production and co-creation of marketing programs, developing a stronger relationship with the luxury brand.
With EM, the luxury consumer engagement is where the “luxury brand and luxury consumer” form a connection experience. A better direct marketing engagement strategy for being exclusive.
According to Brad Nierenberg, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands. Consumers will continue to seek and demand one-on-one, shareable interaction with a brand.
There are three main focus areas for experiential marketing which “luxury brands” must implement for best engagement influence.
These are the three main focus areas for experiential marketing which “luxury consumers” must have before they will engage with luxury brands.
- Credibility Influence
- Brand Awareness
- Relevance Impact
The primary purpose of EM for luxury branding is to influence the consumer through experience engagement. Creating the most memorable unbreakable bond to develop an emotional connection between the luxury consumer and the luxury brand.
One of the greatest benefits that EM offers for luxury branding is to create customer brand loyalty! Which will also influence buying decision for creating a one-on-one interaction.