Last year, healthy lifestyle trade group New Hope Network captured a quote salient to experiential marketers in any industry:
“Learning is an experience and everything else is just information,” says Emma Andrews of the Pineapple Collective, an education and content strategy agency specializing in the natural health and wellness sector.
“Experiential marketing gives you the opportunity to educate your consumer in a very hands-on, tactile way and when we’re engaged in a learning process, we’re far more likely to remember that experience, tell other people about and to be enamored with that brand as well when we’re provided an experience rather than just sold to,” says Andrews.
Teaching is Reaching
Reaching a market by teaching a market about your offering in an experiential context, echoes similar sentiments about experiential learning observed by educational theorist David A. Kolb who developed his Experiential Learning Theory model (ELT) in the early 80s.
In ELT, Kolb argues that people learn through four key learning styles — which, if you’re familiar with the Divergent young adult novels and films, might sound familiar:
Diverging: “Individuals of this kind of learning style look at things from a different perspective. They prefer watching than doing.”
Assimilating: “People of this kind of learning style prefer good clear information, they can logically format the given information and exploring analytic models…”
Converging: “Converging type of learners solve problems by putting their learning into practical issues. Also, they prefer technical tasks and experimenting with new ideas.”
Accommodating: “Individual with this kind of learning styles prefer to do things practically, they are attracted to new challenges and solves problems intuitively…”
Which of the above learning styles best reflects your personal process? And — enough about you — which style matches your market? In some ways, surely they all do, and given that, how will you meet your market with a trade show experience that creates an environment for learning rather than merely an information kiosk? The results could mean the difference between a memorable, shareable moment and being forgotten by the next booth.
Learn the real costs of experiential marketing with our informative guide — download here.