Experiential Spam
Experiential Spam: Def: A moment of disconnect between a brand and an audience created by a forced or unwanted interaction developed to interrupt, rather than enhance a consumer’s day.
Experiential Marketing is a communications philosophy that, put simply, focuses on creating a positive and relevant experience for a brand’s audience. It opens up new points of connection by combining the emotive with the sensory to create a strong glue that binds the two entities together.
Subsequently, Experiential Marketing done well can instantly weave a brand into the emotional fabric of our lives, a rich space that can build strong relationships, inspiring actions and driving powerful word of mouth advocacy. The risk of a badly constructed experience is the reverse, create the Experiential equivalent of telemarketing, door to door sales or email spam and you engender consumer ambivalence or worse annoyance and a subsequent bushfire of negative word of mouth for your brand.
Enjoy the following… creative ideas no doubt, but positive experience or spam – you decide?
http://adsoftheworld.com/media/ambient/charmin_toilet_paper_the_helping_hand
[…] Alan Riva is director of experiences at Kaleidoscope Marketing Communications. A version of this article first appeared on his blog, The Experience Age […]
The dangers of experiential spam - mUmBRELLA said this on May 17, 2010 at 1:17 am |