The Role of Product Simulations in Experiential Marketing

By | August 11, 2010

I had been collecting links and interesting posts about experiential marketing as it relates to product simulation, as I think about developing an e-book or white paper about product simulation advertising/product simulation marketing.  I figured I would post the links and stuff I’ve collected, to get feedback and keep the info in a central place.  My overall point is how well product simulations can fit into traditional (and new!) forms of experiential marketing.

So this post is a series of a few fragments.

About Experiential Marketing

(by Scollin Sevan, Dec. 2009).  “Experience is the now more that ever it counts [sic]….Experiential marketing often involves events, contests, interactive campaigns to promote, however holistic experiential marketing considers the experience delivered to the customer through the purchase or use of the product or service.”  Sounds to me like getting a feel for the product via simulation could be right at the center of importance here.

Experiential Marketing

(by Scollin Sevan, Nov 2009)  “Experiential marketing is a sort of marketing which results in the emotional connection to a brand, idea, product or a person….Experiential marketing simply focuses on the consumer experience and his response. By differentiating the traditional and experiential marketing, experiential marking allows the customer to experience and test it for them, while in traditional marketing is going to sell the consumer of the features and benefits of something.” Again, a fairly obvious connection regarding his point about the consumer experience — presumably the experience using the product.

Audi – Virtual Car Experience

(Dec 2009).  “”An enjoyable experience will leave a product lingering in the minds of consumers. If players have enough fun in a virtual simulation of the Audi R8, they’re more likely to associate the car with those good memories when it comes time to put real money down on the lot.”  This is interesting to me because it says they feel the product experience needs to be jazzed up with a fun element (in this case, a fantasy race car game).  The indirect product experience is more important than what they feel they can get through a direct product experience.  Maybe this has to do with their goal of introducing a product to a new market, but the most direct form still seems to make the most sense to me: why not aim at demonstrating the real functions for those actually considering buying a car?

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