The Pitch Avatar team analyzes the key trends of 2023 and shares forecasts for the future.
It’s safe to say that experimental marketing, also known as empirical marketing, is an effective business tool. Long before scientific marketing emerged, traders realized that by allowing customers to have a positive personal experience with a product, they significantly increase the likelihood of making a sale.
A classic example is tasting. Or consider the sale of cannons. In the late Middle Ages, merchants selling cannons faced practical challenges—they couldn’t carry their actual merchandise with them. Instead, they commissioned precise miniature replicas of cannons. These mini cannons were fully functional. When visiting a wealthy feudal lord, the merchants didn’t just describe the merits of their product; they also offered to fire these mini cannons. And in the event of a purchase, the replica remained as a gift, transforming into a toy for the lord’s children, thus laying the groundwork for future customers.
In modern times, we can recall examples like Coca-Cola’s interactive stands, where customers could create custom drinks, Nike Run Club races, the Apple Genius Bar, and of course, Legoland.
The role of experimental marketing is evident from statistics: 85% of consumers say they are likely to make a purchase after attending promotions and exhibitions, and 70% become loyal customers thanks to marketing events.
Certainly, against the backdrop of the COVID-19 pandemic, experimental marketing seemed to fade into the shadows, making way for other solutions. But the key word here is “seemed”. Today, it remains the third most effective marketing approach, following search engine optimization and customer acquisition through social networks. Remarkably, 63% of marketers plan to organize more relevant events.
Considering that the pandemic has officially ended and most restrictions have been lifted, now is the perfect time to plan for participation in exhibitions and to host brand-related promotions and events in 2024.
However, let’s not limit ourselves to the physical world. If there’s one thing we’ve learned from quarantine measures, it’s the need for a more creative approach to online business. Therefore, it’s essential to pay more attention to online experimental marketing—especially for creators of various software, services, and applications. Among the key tactics, we recommend:
- Offering limited free versions of products and temporary usage privileges.
- Hosting games and contests where prizes can include the brand’s goods, services, or products.
- Providing rewards for reviews, comments, and survey participation.
- Creating online stands and virtual/augmented reality spaces to allow potential clients to explore the brand’s offerings.
- Offering online customer support with consultants who help users understand and utilize the brand’s product features.
- Allowing customers to participate in brand promotion in exchange for preferential access to or use of the brand’s goods/products.
- Conducting interactive online events (such as webinars and online presentations) where viewers can actively engage.
Certainly, without a doubt, all of this will contribute to shaping a positive image of your brand and transforming potential clients into real and loyal customers.
Wishing everyone good luck, success, and prosperous earnings!
