경험가치 마케팅에 주목해야 하는 이유?

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경험가치 마케팅(Experiential Marketing)이란, 인터랙티브한 브랜드 체험을 통해 소비자와의 관계성을 구축하는 마케팅 방법이다.

기존의 마케팅이 일방적으로 브랜드나 상품의 장점을 폭넓은 대중을 향해 전달하는 것이라면, 경험가치 마케팅은 브랜드나 제품의 코어밸류가 압축된 오프라인 공간에서 소비자와 일대일의 개인적인 커뮤니케이션을 하는 것에 초점을 맞추고 있다. 그리고 잊을 수 없는 브랜드 체험을 제공하고 소비자와 감정적인 연계를 가지면서 고객 충성도를 구축하여 고객 생애가치를 올리는 것을 궁극적인 목적으로 하고 있다.

접근 방법의 예로는 다음과 같은 것들이 있다. 팝업 스토어, 브랜드 세계관에 몰입할 수 있는 VR 체험, 인터랙티브한 옥외광고, 최신 기술을 사용한 실험적 체험, 아트프로젝트, 오프라인 게이미피케이션 체험 등이다.

경험가치 마케팅에 대한 정답은 존재하지 않는다. 그러나 성공하는 경험가치 마케팅은 오감을 구사하여 소비자가 잊을 수 없는 체험을 경험하도록 하는 구조를 취하고 있다. 미국에서는 경험가치 마케팅의 중요성이 더욱 강조되고 있는데, 그 이유에 대해 다음과 같이 정리하고 있다.

 경험에 가치를 두는 밀레니얼 세대 

우리나라의 온오프믹스 같은 이벤트 플랫폼을 운영하는 Eventbrite가 미국 전역의 밀레니얼 세대(1980년부터 1996년에 태어나 2018년 현재 22세에서 38세인 나이층)를 대상으로 한 조사에 따르면, 이 세대는 경험을 매우 중시하고 있다. 또 그들이 이벤트에 사용하는 돈과 시간은 매년 증가하고 있다고 한다. 콘서트부터 네트워킹, 스포츠, 체험형 아트, 문화체험 등 그들은 모든 이벤트에 호의적이다.

이 세대에게 중요한 가치관인 ‘행복하고 충실한 인생을 보낸다’는 목적 하에 다양한 이벤트를 통해 추억을 만들고 친구와 공유를 하는 것이다. 답변자 중 78%가 원하는 것을 사기보다 이상적인 이벤트에 돈을 쓰겠다고 답변했다. 또 55%의 밀레니얼 세대는 이벤트나 경험에 대해 돈을 아낌없이 쓰고 있다고 한다.

82%의 밀레니얼 세대가 과거 1년 이상 어떤 이벤트에 참가했고 그 비율은 그들 윗 세대보다 12%나 높았다. 그럼에도 불구하고 72%의 밀레니얼 세대는 향후 이벤트에 사용하는 돈을 더 늘리고자 하고 있다.

 무시되고 있는 광고 

소비자는 과거 어느 때보다 많은 광고 전성시대를 살고 있다. 디지털 마케팅 전문가 조사에 따르면, 평균 미국사람은 하루에 4,000에서 10,000 건의 광고를 접한다고 한다. 믿기 힘들다면 직접 자신의 하루를 돌이켜 봐도 좋을 것이다.

아침에 일어나 제일 먼저 확인하는 소셜미디어 상의 광고나 인플루엔서에 의한 스폰서 포스팅, 출근 중 보게 되는 옥외광고나 지하철 광고, 이메일 수신박스에 가득한 광고 뉴스레터들. 업무 중에는 웹 사이트를 볼 때마다 광고가 따라다니고 유튜브를 보기 전에는 자동 재생되는 동영상 광고를 봐야 한다. 잠자리에 들기 전에 다시 소셜미디어를 열면 보게 되는 광고들… 우리의 생활이 얼마나 광고에 둘러싸여 있는지 알 수 있다.

그러나 소비자는 이 광고들을 모두 기억할까? 눈여겨보긴 했을까? 가능하다면 광고를 차단하거나 건너뛰기 해서 원하는 콘텐츠만 소비한다. 일방적으로 상품의 장점을 호소하는 기존의 광고 형태로는 소비자의 지지를 얻기는커녕 관심을 얻기도 어려워지고 있다. 기존의 광고를 사용해 브랜드 인지도를 높이고 상품의 매력을 전달하기에는 반복적이고 지속적인 커뮤니케이션이 필요하다.

한편, 경험가치 마케팅은 소비자와 일대일로 커뮤니케이션을 함으로써 단시간에 효과적으로 브랜드의 인지도나 충성도를 올릴 수 있다. 경험가치 마케팅은 오감을 사용한 브랜드 체험을 제공하고 감정을 자극하며 장기적인 기록으로 남는 추억 안에 자연스럽게 스며들기 때문이다.

학생시절 즐거운 추억은 어른이 된 지금도 상세하게 기억하듯이, 브랜딩된 즐거운 체험이 가능하다면 소비자는 그 기억을 긍정적인 브랜드 이미지와 함께 기억한다. 그리고 소비자가 브랜드의 서비스나 상품이 필요할 경우에는 가장 먼저 그 브랜드를 기억하게 된다.

 FOMO와 인스타 인증 

FOMO(Fear of Missing out)란 친구가 참가하는 즐거운 이벤트에 자기가 참가하지 못하게 되는 것을 두려워하는 감정이다. 친구의 체험을 소셜미디어에서 간단히 볼 수 있게 된 지금 많은 밀레니얼 세대가 이 감정에 휩싸이고 있다.

또 FOMO와 떼려야 뗄 수 없는 관계에 있는 것이 인스타 인증이다. 멋진 체험에는 인증사진이 필요하기 때문이다. 친구가 선망할 것 같은 사진이나 동영상을 소셜미디어에 포스팅하기 위해 멋진 이벤트에 참가할 필요가 있다. 이 FOMO와 인스타 인증에 대한 집착이 독특한 체험을 제공하는 이벤트로 밀레니얼 세대를 불러들이고 새로운 것에 도전시키고 소셜미디어로 공유를 하도록 한다.

 

 

 

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