Why Experiential Marketing Provides That Feel Good Message

Now that the election is over, and America has spoken, I look toward the future with excitement, unity and a resounding optimism towards change. But let's not forget that the economy, roller coaster markets, and plunging home values have Americans very afraid.

In times of fear or the unknown, we tend to focus on the things that provide warmth and safety, and the first place we look to is home. As a result, marketers want to invoke feelings of warmth and family which may explain the coming surge of "feel good advertisements".

In stark contrast to the hard sell message of years past, Pillsbury, Johnson & Johnson, Mastercard, Ragu and Toys "R" Us (among others) are all launching "feel good" spots to remind consumers of happier times. Not since the September 11, 2001, attacks have we seen Madison Avenue pulling on our heart-strings in this tried and true way.

While home-spun television commercials may slightly move the needle for some well-known consumer product bands, delivering a true value statement and product sample directly into the hands of your targeted demographic through the use of knowledgeable brand ambassadors may yield higher results and at a much lower costs.

In these times of uncertainty and fear, consumers are retreating in record numbers to a healthier, happier, warmer place that involves family connections. As the holidays approach, and families gather looking for respite and revival, now is not the time to cut your experiential marketing budget but rather to look towards innovative ways to expand market share, your spend, and provide consumers with a message they can spread through word of mouth.

I recently had a conversation with a Chief Marketing Officer of a well-known consumer products company concerning a program we executed on their behalf. By capitalizing on word of mouth and taking the message directly to the customer, we were able to lift sales 28% during the month of the program. They are still experiencing an 8% increase four months later.

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Scott Thurston invites you to explore the limitless possibilities of effective experiential marketing with his team of highly trained brand ambassadors. Visit StreetSampling.com today!