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How Experiential Design connects with your customers on whole new levels

What if you could get your customers so engaged with your brand that they just could not stop talking about to you?  Experiential design can help you achieve this.

Experiential design can help you to connect with your customers on a whole new level by approaching design with the end user experience in mind.  Instead of blasting messages or logos at people, experiential design seeks to engage customers in a way that involves all of their senses and is extremely memorable.  By doing this, it creates a more valuable, longer lasting impression that is personal and impactful to the user.

With the proliferation of mobile and social media driving change in the way consumers access a brand, as well increasing the complexity and volume of marketing, experiential design finds a way to make your brand memorable amidst the competition. So how does it work?

Let’s start with an example.  Coca-Cola launched a vending machine in Singapore that dispenses a free can of the soda when given a hug.   Another example is Ben and Jerry’s ice cream. Tweeting “We are in Burlington. Who wants ice cream?” led to an effective campaign that had a strong impact on their brand and engaged social media followers.

Here are three tips to keep in mind when creating your experiential campaign:

  1. Appeal to the senses: Touch, taste, hear, see, and smell.  Using one or more of these senses in your experiential campaign design will help make it more impactful.
  2. Think outside the box: Be creative.  Experiential marketing is non-traditional.  You want it to stand out which means it should be something no one has done before, or a new twist on a traditional marketing campaign.  Don’t be afraid to try new things, as long as it fits with your brand and maintains professionalism.
  3. Leverage social media and technology: Social media should be an integral part of your campaign.  When users experience your campaign with one of their senses, they will want to share this experience with photos and posts.  Working with an experienced designer, you can also build in methods to collect valuable data and generate leads.

Experiential design is making waves because it combines ingenuity with people’s interaction with a product. By designing a unique and sensory focused design, you improve your chances of making a profound impression on your customers and in the marketplace.

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