Jennifer Houston, Vice President of Client Services at Attack!, describes that there are three types of experiential consumers that participate in every marketing activation: the non-loyalist, the underground eye-roller, and the tastemaker. Non-loyalists are sample/freebie focused and are generally uninterested in the product itself. The underground eye-rollers are independent and tend to avoid the mainstream. And the tastemakers are the elite class of early adopters that love being ahead of the curve.
Knowing this, how is a brand supposed to make non-loyalists look past the samples and actually consider the offered product? How can brands attract underground eye-rollers, who are generally repulsed by large activations and popular products? And lastly, how can brands distinguish themselves from the clutter and sell their product to the tastemaker?
As Jennifer Houston elaborates further in her article on Chief Marketer, brands have to appreciate the existence of these three types of experiential consumers and play to their weaknesses as extremists. Exclusivity, honesty, and brand experience are factors that should exist in every campaign. However, Jennifer Houston pulls from her experience and highlights which elements are more essential to each type of consumer.
The three consumers mentioned above are by no means the only types of consumers you will encounter in any given activation. What other types of experiential consumers have you come across?
Let us know in your comments on the Chief Marketer article!
Attack! is a multi-channel lifestyle agency helping brands reach consumers in live settings by driving trial & conversion. Attack! Marketing launches programs nationwide specializes in Experiential, Talent, & Promotions, with offices in San Francisco, Los Angeles, and Norwalk.