Experiential B2B Marketing: Benefits and Limitations
Experiential marketing is not a new concept. Companies have always offered testing of their products to their customers, regardless of their area of expertise. But in recent years, the trend has progressed particularly in the field of digital marketing with the many opportunities offered by the web, especially in terms of word of mouth on the web and buzz. Nowadays, an original campaign is much more likely to be massively shared on social networks and become such a success that it can literally get a business off the ground. And these successes show that it is no longer enough to present these products in a traditional way if we want to establish a real brand image and create a real craze for these products, because buyers are now looking for a true feeling and some connection with companies . Yet it is clear that the success stories of experiential marketing are less frequent on the BtoB side
What are the benefits of experiential B2B marketing?
Offering a real experience of its products to these potential buyers, whether through an event organized and anticipated as a trade show for example, or through an improvised experience in real time can be particularly beneficial to develop a customer relationship and above all develop an unprecedented boost of notoriety for its SME. Because the benefits of experiential marketing are very numerous.
Test the product in real life:
The first benefit of an experiential marketing action is twofold. For the prospect, it makes it possible to judge the products of the company in real, facilitating its future choice of provider. For the company, a product test is a selling point in itself, because the customer will necessarily be more inclined to choose a product tested and approved by him. The test of a product is an experience that will create a real enthusiasm for the professional, who will later be more able to extol the merits of the product to colleagues, partners or acquaintances. Testing a product also has a significant competitive advantage: that of creating a memory with the product and its brand and anchoring the company in the memory of its target.
Create brand attachment by creating emotion and sensory experience:
But creating an experience with its products or services also has another benefit. As part of an experiential marketing, the company will be able to create a certain attachment and a real relationship with its targets, by creating an emotional relationship based on sensory experiences. And on this principle, the 5 senses can be useful, the sight and the touch of course, but also the taste or the smell if one evolves in sectors related to the restoration.
It is precisely this relationship between emotion and experience that is very powerful to create an unforgettable memory in the mind of the prospect, because it is the combination of the two that creates a concrete feeling for the prospect. So, rather than trying to prove by A + B that your products fit their needs, you enable them to associate a positive feeling with your products that they will remember much more easily and for longer. As for a BtoC targeted marketing, these experiential marketing principles can quite adapt to the BtoB world by organizing tastings, simulations, software demonstrations or even tests in a professional environment such as the test of a seat of ergonomic office.
Enable people to become true ambassadors of the brand:
Experienced marketing not only allows potential prospects to become involved as a customer, but also to become true ambassadors for the brand by creating word of mouth and sharing their experience with those around them. But word-of-mouth is a very effective marketing phenomenon, especially to build the reputation and reputation of a company because it is based on real customer recommendations. The fact of creating an experiment makes it possible precisely to accelerate this phenomenon and to spread a positive message quickly and more widely.
Create the buzz:
The advantage when combining experience and digital marketing is that you can make the most of the opportunities that social networks represent. And even if this phenomenon may seem less interesting from a B2B point of view, professional social networks still have a great influence on word-of-mouth online, and the possibility of creating a buzz. It is precisely by proposing original and adapted marketing campaigns that one can pretend to see his message diffused in number on the web, profiting by the passage of an exceptional ROI. Experiential marketing is therefore a perfect asset for such an ambition and for your company.
Spread a strong and positive image for your brand:
In general, whether you are in B2C or B2B, experiential marketing, if it is well conducted, naturally leads to the dissemination of a positive image, friendly and endearing your business. Creating a universe of original and positive experiences can only promote your brand image and your notoriety. Experiential marketing, unlike more traditional marketing, can create a direct exchange with your targets, and appear closer and more original than your competitors.