Experiential Marketing and Corporate Identity Strategies

Experiential Marketing: A Modern Approach

Experiential marketing is everywhere.

From Traditional to Experiential Marketing

• Product vs. Client: Focus on the customer.
• Features vs. Experiences: Shift from benefits to emotional engagement.
• Rational vs. Emotional: Connect on a deeper level.
• Systematic vs. Multidisciplinary: Embrace diverse approaches.
• Sale vs. Consumption: Focus on the usage journey.
• Quantitative vs. Qualitative: Value personal attributes.
• Unidirectional vs. Reciprocal: Foster two-way communication.
• Economic vs. Personal Benefit: Prioritize individual value.
• General vs. Individual: Tailor to the specific person.
• Passivity vs. Participation: Encourage active involvement.

Experiential Marketing Goals

The goal is the creation of affective bonds between the organization and its publics. First, define the desired experiences, then develop Strategic Experiential Modules. Establish a taxonomy based on sensations, feelings, thoughts, performances, and relationships.

Tools for Experiential Strategies

• Experiential Providers: Co-branding, visual and verbal identity, product appearance, personnel, communications, websites, and environment.
• Corporate Communication Tools: Visual and verbal identity, symbols, product appearance, environment, events, internal communication, and crisis management.

Corporate Communication Essentials

1. Corporate Identity

Corporate identity encompasses everything visible that promotes the business—logos, stationery, brochures, and websites. While often mistaken for the brand, this is merely the visual identity. As the saying goes, "Apples don't sell computers; the brand does."

2. Corporate Image

Corporate image is your reputation—what people say about you when you are not in the room. It represents your entire business, including your language, tone, culture, experience, promise, purpose, commitment, and team training.

3. Corporate Culture

The set of ideas, values, and beliefs shared by members of an organization (e.g., an "employee-friendly" environment).

4. Signs of Corporate Visual Identity

These include iconic, typographic, and chromatic elements.

5. Characteristics of Corporate Visual Identity

It must be unique, clear, attractive, memorable, distinctive, and used homogeneously.

Packaging

Characteristics

• Unique image
• Clear and attractive
• Easy to remember
• Distinctive power
• Homogeneous use

Merchandising

1. Definition

Merchandising involves the product and the environment surrounding it at the Point of Purchase (POP), including:

• Packaging
• Placement on shelves
• Greater presence
• Advertising support elements
• Environmental elements
• Signage
• Service

2. Environmental Elements

Key factors include distribution, floor occupation ratio, music, lighting, materials (walls and roofs), color, and furniture.