The Future of Experiential Marketing: Redux Raising the Barr Weekly Memo: Issue 230

I’ve said it before, and I’ll said it again: We’re on the cusp of being able to create truly unbelievable experiences for our customers through next-generation imagery, videos, 3-D, and virtual reality—or, what I like to call experiential marketing. And it’s not as far away as you might think.

This week, I want to encourage you to think about all the ways in which experiential marketing will change the world as we know it. As consultants and entrepreneurs, it’s easy to think that fancy tools such as 3-D and virtual reality might not apply to us. But in truth, they have the power to totally transform the way we interact with our prospects and clients, for the better.

For example, imagine you own a landscape business. What if your website could take visitors through the “before” and “after” of your clients’ lawns? What if their screens could come alive with vibrant peonies, lush trees, and perfectly manicured garden pathways—allowing them to literally “walk through” the actual results you created for former customers and potential results you can create for them?

Of course, this would be an incredible way to convince people to buy your landscape services. But more than that, it allows people to actually experience their dream results, without having to go anywhere or do anything. And that’s a remarkable new frontier for marketing as a whole.

Along the same lines, your website could include cutting-edge technology that enables visitors to upload blueprints of their existing garden space. Then, your software could conjure up a projection of what their garden will look like if they hire you—down to the very last tulip. This type of personalized projection of real-life results will be invaluable to people once it’s available, in every industry imaginable.

The concepts we’re exploring here apply to your business, no matter what you sell.

Consider that future marketing technologies could allow customers to virtually “walk around” any store. Amazon is the best example here. Right now, you can scroll through millions of items online to virtually browse what Amazon has to offer. But imagine if, instead, you could actually browse the shelves in the Amazon warehouse. Perhaps you could virtually enter the book department, open the books one by one, look through them, and even turn them over to get a virtual “feel” for each one. This type of hands-on virtual shopping isn’t as far-fetched as it might seem!

For us as consultants, this type of marketing will be transformative. When helping businesses shape their strategy , we’ll be able to show them what it will look like to work with us. We can virtually present our customers with a framework of what their future could look like—at the touch of a button.

I often ask my clients, “How would you paint success for you and your business?” When experiential marketing comes along, the answers to this question will be more vibrant, realistic, and tangible than ever before.

The future of experiential marketing is not just over the horizon, but actually here. Are you thinking about all the ways in which virtual reality, 3-D, and cutting-edge video and imagery technology will transform your world?

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