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People are suffering from information overload and as a result have learnt to screen out the constant barrage of mass messaging.
Given that we are living in the technology age consumers also expect marketers to be more astute and proactive as to how they communicate with them. Consumers are looking for dialogue, education, entertainment, and a personal experience that truly allows them to interact with the brand. Erik Hauser, founder of the Experiential Marketing Forum defines experiential marketing in quite a novel way. “Experiential marketing is equal parts philosophy, artistry and psychology… Experiential campaigns are designed to appeal to both our rational and emotional side. They go beyond traditional feature-benefit methodology, and open up new points of connection with consumers - their senses, hearts, and if you do it just right, their souls.” Face to face campaigns, need to optimise the experience opportunity between the brand, the message, the environment and the consumer. Yellow Crossing is in the business of creating holistic experiential campaigns that alter people’s beliefs and behaviour in favour of the brand. |
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