Why You Need To Be Experiential
In a world that has grown increasingly connected — where facts, opinions and conversations are shared constantly — we, discerning individuals, are demanding more from the things and passions we pursue.
Nowadays, we value experiences over material goods; broadened horizons over insular worldviews; and self-expression over blind following.
This desire for more is seen when we travel to seek out uncharted paths; splash out on unconventional culinary experiences; and support brands and companies that offer not just a product, but a lifestyle.
Even the concept of luxury has evolved and taken on a new meaning. Luxury is no longer defined just by exclusivity — rather, it has become an avenue to express oneself and share one’s passions with others through one-of-a-kind moments and encounters.
This shift in perception is not without reason. Research has found that people derive greater fulfilment from the experiences they have, so much so that they’re spending more time and money on things that provide intrinsic value to their lives, that align with their personal goals and help shape their identity.
So, what is an experience?
In a nutshell, it is storytelling brought to life. It ignites the senses, builds emotional connections, and creates powerful and unforgettable memories.
If you’re a business, there is no more effective and meaningful way to develop a deeper, longer-lasting relationship between you and your consumers. While touchpoints are key opportunities to provide consumers with an experience that is unique to you, dedicated engagement allows you to immerse people in a journey that showcases not just what you offer, but the value behind it.
The merits of experiences are so profound that experiential branding and marketing is growing at a quicker pace than advertising, public relations, and media, second only to digital marketing, according to the Ad Age 2017 Top Agency Report.
Many loved brands today use authentic, meaningful engagement to tell their stories. Take, for example, Chanel’s Coco Café pop-ups around the world last year, where visitors enjoyed complimentary drinks and desserts while exploring the label’s newest beauty collections in a quaint and cosy cafe space, reflecting the fashion and beauty house’s kitschy and feminine style.
There’s also the Glen Ord Sensorium, where technology, spatial design and multi-sensory stimulation were used to take whiskey enthusiasts through the history, production processes, and the flavour profiles of the distillery’s whiskey.
