Stronger Brand Interactions Create Awareness, Recall and Sales

Experiential Marketing

Experiential brand and product interactions are the highest form of 1:1 engagement and work well to create a personal, lasting brand connection. Connecting the consumer directly with a brand yields a true 'hands-on' experience that increases awareness, promotes product features and relates benefits in a very personal, real-world way. This connection changes old perceptions, creates new ones and increases demand – which is the true benefit of brand marketing. Experiential Marketing solidifies the brand relationship by demonstrating reasons-to-buy while providing emotional benefits to engage.

We believe opportunities to leverage experiential brand interactions exist both online and offline, thus our services run the gamut from Event Marketing to Digital Interaction Applications. In either case, Ansira crafts the consumer brand experience, designs the environment, creates a strong call-to-action and measures the results.

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experiential marketing
Experiential Marketing: Case Study

Driving Service Puts Luxury Brand's Vehicles on More Consumers' Shopping Lists

When a luxury automotive manufacturer's marketing team asked Ansira to help put more of its vehicles on consumers' shopping lists, Ansira was ready. The solution: offer guests at an upscale hotel brand an opportunity to experience first hand one of Acura's vehicles during their hotel stay. A complimentary ride in a chauffeur-driven luxury vehicle would be the kind of "I've-done-it-first" experience that the W Hotel's prestige-oriented guests would eagerly accept.

The program has been so successful for Acura that the arrangement is now in its third year and industry experts have praised the initiative. The program has been cited as a model marketing effort in three recent publications. Since program inception, the auto livery program at W has led to a surge of new customers and the sale of more than 5,700 Acura vehicles. Survey feedback revealed that:

  • 65 percent of those participating wanted more information about MDX;
  • 81 percent reported more favorable feelings about the vehicle; and
  • 84 percent increased consideration of buying or leasing an Acura.

Ansira manages more than 40 MDX vehicles, 65 drivers and 50 ambassadors in rotation at 26 W Hotel properties in 18 cities. So far the program has reached more than 600,000 guests.

The uniqueness of the experiential marketing program and the vehicle's appealing features – along with the first-class treatment by staff and drivers – clearly impressed the participants. The Acura Experience Program clearly is a winner for all parties involved.