What Can Bourbon Teach You About Experiential Marketing?
Experiential Marketing works extremely well for brands that can’t tell consumers about their product. Certain things just have to be seen, tasted, smelled, heard or felt to truly understand or to be believed. These are the details that can easily be missed in a traditional marketing campaign. You can’t simply tell consumers how great your car handles the road, or how great your mattress feels to sleep on.
Distillers have long faced this challenge. Describing how their products taste isn’t the same as actually tasting them. This very reason, is why wineries and breweries specialize in creating an experience out of tastings, turning them into events.
What can bourbon teach you about Experiential Marketing?
Once customers are at their site, alcohol brands find consumers are much more likely to buy if they can experience the products for themselves. Herein lies the value of experiential marketing, which has long been a part of the alcoholic beverage industry.
Brands like Woodford Reserve and Maker’s Mark allow visitors to their company’s distillery to allow for a personal hands-on experience. Maker’s Mark, known for their wax-dipped bottle, and allows guests to come and get their very own bottle of freshly made bourbon and dip their own bottle in the wax creating personalized bottles. Woodford Reserve immerses guests in sessions that explore in the detail of the mechanical, chemical, technical and sensory aspects of producing bourbon.
These experiences are unique and are often remembered for years to come. Talk about a way to remember your favorite brand. Alcohol companies have caught the attention of other industries who have been looking for innovative ways to connect with customers face to face.
Distillers are leveraging data to improve their experiences
Don’t let the legacy allow you to assume that these brands use archaic technology. These distillers are using the industry’s finest data analytics to better understand their audience and how they respond to their activations. They are able to accurately monitor each of its marketing efforts and adjust campaigns based on what works and what doesn’t. It demonstrates to customers that the brand cares about their interests; it’s constantly tweaking its experiential campaigns in response to previous event reception and real-time engagement data.
There are few better ways of obtaining attention from the public than setting a world record. Take the largest bottle of whisky in the world for example. The resulting earned media from any world record is an excellent way to spread awareness of your brand.
Workshops and Classes for fans
Some brands allow their fans to come to the distillery and enjoy more than tours by offering specialty cocktail classes and workshops about whisky. Visitors and learn the bartending basic, sample cocktails or just learn more about the history of the distillery.
Involving consumers in the process
Some distilleries allow consumers to harvest the ingredients; proudly getting their hands dirty with the work involved in creating a quality whisky. It’s this immersive strategy which creates a unique, lasting experience for consumers.
The more immersive brands can make their marketing experiences, the more likely consumers are to remember them. While experiential marketing spans many industries, it will always draw inspiration from what alcoholic brands have been doing for years.
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