Marketing of Experiences: They will Make your Client Fall in Love (I)

You have to be very blind not to observe that for a time now, nobody is selling a product or a service. Now what they sell “an experience”.

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One of the major changes that marketing has experienced in recent times is related to what Marta Lobo, CEO of C3X Customer Experience and director of Client Experience Programs for SMEs in the EOI, summarizes as:

“the journey from the customer service the customer experience that involves moving from putting the focus on the product or service to putting it on the person to create an individual and personal experience. Do not think about where your customers are but where are the emotions of your customers.”

A change of paradigm that has a lot to do with the current rhythm, totally vertiginous and changing.

We have selected several marketing strategies of experiences that everyone can start up regardless of the size of the company.


Involving the client in the design or development of the product or service is one of the most effective strategies to link him emotionally because it combines personalization and participation. In Forum Business Travel they develop it in their training events: “we bet on the open spaces. We avoid unidirectional events and we try that, in addition to the guru, the participants contribute solutions to the problem. The events can be as personal as you want, allowing the participant to decide at all times what they want to deepen. ” Other techniques used are that of the interactive speaker: he has ten minutes to speak and the attendees vote, if the result is positive they give him five more minutes. Another formula is to offer attendees at the beginning of the event the possibility of choosing what to talk about at the end of it. “It’s about provoking and challenging the participants,” he concludes.


“It consists of transforming a classic process into a playful experience. It seeks to transform your methodology process into a game “, explains Philippe Delespesse, co-founder of the game Binnakle, a business game that was born as a spin off of the company Inteligencia Creativa and that today is in 13 countries. “In the Binnakle game for example there are four teams around a large board with four zones (rethink a problem, generate ideas, polish those ideas and sell them) spread over an island. The teams compete for the bikles and win or lose depending on the dynamics they develop. When they start, they do not look at the coins and at 15 minutes they would kill for them. The advantage it has is to let you go, let yourself go, not have complexes, go further. It really is an experience. When you practice something, it suits you better. Experience makes teaching more and better, “he concludes.


As Marcos de Quinto recently recalled in an interview, Story Telling continues to have a brutal force to engage with the more emotional side of the consumer. From the cave paintings or from the time of the jugglers to the Golden Age Entremeses or to the current movies or videos, the events narrated in the form of history have a huge power of suggestion. In the case of the company the same thing happens, if the brand or the company is capable of telling an attractive, credible and coherent story about its service, its mission or its product, it will have more ballots to create a different experience in the client.


In recent times we have seen different marketing strategies that have food as a tool of engagement. There are different currents, such as the brainfood: think of healthy foods for your events, foods that help you think and be active, functional foods, low in sugars to facilitate mental work …. Or the brandfood, which seeks through catering or food in general to identify the values ​​of the brand with a type of cuisine. There are thousands of proposals: from a healthy catering, to a theme based on the event or space, to gifts or gastronomic details as a corporate marketing.


This technology is increasingly developed which allows companies to offer interesting content in this format for not much money. It does, for example, Pangea, which provides the experience of virtual reality in some destinations through special glasses or does Marriot, “that through its V Room program gives the customer who acquires a suitcase, a pair of glasses virtual reality that allows you to live a special experience, “recalls Óscar García.


Or in Garcia’s words, “to feel like children again. It’s about acting, playing, disguise or participate in serial games. Playing to be children brings out the most emotional side of the client. ” In addition, it can help to reunite with emotions and feelings almost forgotten since childhood. Cirque du Soleil, for example, collaborates with the networking event C2Montreal, designing creative programs that invite managers to immerse themselves in ball pools or build toys … Putting it into practice in a day-to-day business, it can be as simple as enable a space within our facilities / trade so that customers can express themselves as children, offering costumes, chalk or hand paint …


The smell, the color, the taste play a very important role when transmitting emotions and sensations that can be fixed in the memory of the individual. Aromatherapy, color therapy, music therapy … It’s about playing with the senses to penetrate the client’s unconscious. Neuromarketing is an increasingly developed discipline and today it is not complicated or excessively expensive to design, for example, an odor that can be linked to our brand.


Another option with which you can work to connect emotionally with your client is to turn a space into the center of experiences, this is what happens with Ikea stores, with the floors he designs inside his facilities. It is an event behind everything. But you can go further and play with the designs of the spaces to create ad hoc experiences. There are companies that offer prefabricated modules that can be enabled as portable meeting spaces. The Philippine company Revolution Precrafted, for example, proposes precisely those customizable prefabricated modules to adapt them to customer needs.


One of the most powerful emotional motivators is feeling privileged. One way to work this strategy is through the invitation to exclusive events, either because of the exceptional nature of its celebration, because of the restricted access or the possibility of giving them something on a personal level that the client could not get. A few months ago, for example, there was an event in Madrid in which Barack Obama spoke. It was rumored that ticket prices were around four figures. A large majority of the attendees attended the invited event. The emotional attachment that those assistants can have with the brand / company that has facilitated them to live an experience like that is brutal. SEAT, for example, organizes meetings with entrepreneurs to “rediscover” their brand through exclusive events where they are invited to see first-hand their facilities and restricted access spaceships. The engagement of the participants with the brand after this visit is spectacular.


“Once we take the client to the web and leave us the data, we call them. It has the Wow effect of responding immediately with a call made by a person. For us it is very important that he feels that there is a person behind and that he is willing to advise and help him in everything “, explains Manzanero, from Clicars. In Trive they call it Life video “is to cover the need to feel or see what you buy. Through a call the user can see the car, can talk to the trivers and ask any questions and also offer the Test Drive, for the customer to test it in a certain radius, “Correa insists.