The future of experimental marketing

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It’s been a while since experimental marketing was at the forefront of marketing. With much of the world still tied up in events, it’s hard to even think about experimental marketing, and it’s usually centered around events. However, as certain parts of the world begin to open up, this may be changing. Experimental marketing may be making a comeback due to the massive demand for new ideas that haven’t been possible for some time.


A major goal of experimental marketing is to build awareness. It’s not just about connecting with the brand, but connecting further in a meaningful way and why the medium of the event has such a powerful impact. Not only are consumers exposed to the brand, but a real connection or bond is formed. For example, Red Bull is well known for sponsoring events bosnia and herzegovina telegram number database centered around extreme sports. Whether it’s from peak diving to exotic car racing, Red Bull has positioned itself at the center of experimental marketing. In fact, it can be argued that no company does it better. Pressing the right buttons in an unconventional yet penetrating way is exactly what many companies are trying to do in a competitive landscape.


Now, once we get past the brand awareness part, smart experimental marketers are trying to trigger purchases. The best way to do this is to expose customers to the product or service. That connection needs to be one of feeling, identity, and emotion. Mars, Inc., and their candy product, M&Ms, have been doing this for years. Their flavor rooms are a great example of this. These rooms are set up to allow people to try potential new M&M flavors. If enough people decide they like a certain flavor, then it has a chance to make it to the market. At the same time, consumers are considering how many M&Ms they want to stock up on. This is a great example of experimental marketing in terms of planning and execution.


Finally, what many marketers try to do is also show off. It really won’t be an experimental event, at least not a little bit outrageous. A great campaign will do that and not only create an emotional connection with the product or service, but also create a desire to buy it.