When developing and implementing an experiential marketing strategy, it doesn’t just engage the senses of the consumer. In addition to sensory marketing, we use the emotions of the latter in an emotional marketing logic.
The practice of emotional marketing relies on the fact that humans are driven by emotion as well as reason. In sales, the “crush” is triggered by the emotions of the visitor, not by his reason.
- System 1 is based on the automations of the human brain. Impulsivity and immediacy take precedence over reason, and the consumer is guided by his habits and emotions;
- System 2 is based on reflection. The consumer will take an analytical and reflective path to make decisions. This process takes longer.
Emotion is also an effective way to build loyalty and increase purchases. Creating a link, maintaining communication and trust is a bet on the emotions of the visitor:
If he feels good at the point of sale or online store, in addition to appreciating the products sold, it is an emotional factor ;
If the visitor sees the benefits and costs to put them in parallel, it is a rational factor.
The main objective of this part of experiential marketing is to generate a bond of affection between your brand, your products, and your customers. This strategy is particularly effective because emotions drive action more than reason.
Reasoning the prospect with sales methods such as CBE (Characteristics, Benefits, Evidence) is not as effective as appealing to emotions. Moreover, it helps you to differentiate yourself from your competitors in the minds of consumers.
Thus, appealing to consumer’s emotions helps to make them remember your brand and your products.
Finally, surprise and the extraordinary are very important elements of emotional marketing. Proposing a new experience to a consumer allows you to generate surprise. Extraordinary and out-of-the-ordinary experiences can therefore cut the consumer off from his daily life.
This part of experiential marketing depends on the senses of the visitors. Traditionally, when we talk about the senses, we talk about :
These senses are referred to as “external” senses, but the human being also uses 4 “internal” senses:
- Thermoception: ability to feel temperature;
- Nociception: ability to feel pain.
- Proprioception: perception of the position of our body parts;
- Balancing perception: ability to maintain balance, to avoid falls.
When developing sensory marketing and experiential marketing strategies, you will not make consumers fall to stimulate balance perception. However, it is possible to stimulate thermoception. The creation of an ambiance can be achieved by manipulating the ambient temperature, in addition to the 5 external senses.
The “internal” senses cannot be used by online stores. E-merchants cannot actually influence them. The consumer is therefore the only master of these senses, and puts himself in the conditions of purchase.