How many times have you looked at an advertisement and decided I have to have that? Not too often these days. We've become somewhat of a jaded market. What most of us prefer to do is to actually see the product, touch it and speak to someone face to face who can tell me how owning this or using this product will change my life.
Perhaps this was the reasoning behind the famous US brands of Avon and Tupperware when they launched their highly successful products so many years ago. House parties, although limited in numbers, gave people a chance not only to see the products but to see how they could be used and whether they wanted to part with their hard earned money for them.
Growing this into another dimension, experiential marketing really comes to the fore in the world of exhibitions. A perfect example of how successful this type of branding can be is the incredible success of The Baby Expo MamaMagic™, the biggest of its kind in South Africa, and now in its sixth year.
According to Projeni Pather, Managing Director of Exposure Marketing and Communication, the team behind The Baby Expo, "What this type of marketing allows is one on one interaction with the consumer. They want to be able to touch and feel the products and we give them not only this opportunity, but the chance to meet experts and people who offer the services they need first hand. These days you can't just rely on above the line advertising or any one medium for that matter."
"When I started five years ago it was a hard sell in the baby and parenting industry. There had never been a platform like this. Television and radio were seen as the way to go to advertise. But we found moms and dads want to know they're buying the best for their baby and family and need someone to convince them. At The Baby Expo they can compare brands and at the same time soak up information."
International surveys have shown that personal experience shapes peoples' opinions and buying preferences more strongly than advertising or even word of mouth. Events that include entertainment have an even stronger pull. For instance at The Baby Expo, whilst the parents shop, Barney, the purple dinosaur entertains the children - and often the dads left holding the babies. This makes the whole visit a fun experience for everyone - clever marketing.
Another plus for the use of experiential marketing is launching new products, which would possibly get lost between other more well known brands. Beer companies are happy to help students host house parties, offering crates of different beers. This isn't simply to keep students inebriated longer, but this is the company's future market leaders and they want to be assured of their loyalty.
Another area that Exposure Marketing are about to enter is that of the fast changing world of education with their new expo - Future Ed, The Education Show, to be held in Johannesburg next year "Future Ed focuses on developing the business of education by linking educators, schools, parents and educational resources. The show will feature each sector of learning from early learning and childhood through to secondary, FET, ICT and more. We are determined that South Africa excels in the field of education, as this is the driving force behind our nation."
This is a field where educators and parents need to experience the products for themselves before making vital decisions that affect their already narrow budgets. By being able to test the products for themselves they can immediately judge their efficacy and whether they'll add value to their learners.
But it's not every exhibition that can deliver to your market. You need to seek out the exhibition that brings your brand the consumer it needs.
Contact Exposure Marketing and give your brand the platform it needs to succeed in the exhibition field with their expert advice and tailored support that works for your brand. 011 704 6695, .
