Experiential Quintessential Roots
In this post I take a quick look at roots of experiential marketing with a classic example. True experiential marketers who have built a business on the principle of connecting with their customers on an emotional level, long before corporations cottoned on to its effectiveness.
These people are the local fishmonger, grocer or the kids that sell fruit laden pavolovers in Camden Town, London, next to the lock. The principle is the same, engaging with the consumer, letting the consumer touch, feel, smell, experience.
When you watch the interaction between customer and seller at the Pavalova stall, Camdon Lock, you can see it is the experience the customer is buying into as well as the end product. The sellers are engaging, the atmosphere is fun, the smell fruity fresh and the sight colourful.
A true much loved, classic experiential marketer was Joe Ades (Picture above). Although if you mentioned experiential marketing to him you would probably be met with glazed eyes, this fine old dapper was known as the best salesman is New York.
He sold potato peelers, and you would normally find him sitting on the corner of a Manhattan street selling his product. Dressed extremely smart, singing songs while peeling vegetables. Joe had customers queuing up day in day out for his $5 potato peeler. He was successful through customer interaction, great charisma and creating an experience that lead to a purchasing decision. Customers brought into him as well as the product and word of mouth was generated due to the unique and charismatic way he approached his business. Unfortunately Joe moved on from planet earth early this year at the fine age of 72, but you can read more about him and the effect he had on people in this Vanity Fair article.
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