The Puppy Dog Effect: Capturing the Hearts and Minds of the Consumer Through Experiences
Posted: 1/27/2010

Crystal Schweim
Senior Counselor
Chair, Experiential Marketing
crystal.schweim@clynch.com

Have you ever considered bringing a new pet into your home, but before committing decided that you’d just “go look” first? You arrive at the adoption agency or the breeder to a sea of puppy dog eyes staring back at you longingly for attention and a home. But, you’re just there to “look.” Yeah right; you know deep down that you won’t be leaving without a new furry family member. The connection has been made, the heart strings pulled and before you know it your carpet will be ruined.

As marketers, how do we employ the “puppy dog effect” as part of the marketing mix to engage consumers with our brands? The answer: experiential marketing. The premise of experiential marketing is relatively simple. It is about making connections between your brand and your consumer that are emotional, relevant and interactive.

Experiential marketing makes connections with consumers by creating opportunities that allow them to interact with your brand for themselves. If done well, it can prove to be the most valuable weapon in your marketing arsenal, no matter the tactic. Whether it’s through an event, sponsorship, social media, mobile marketing or in-store promotion, experiential marketing is less about selling and more about relating.

But where do you start and how do you know what strategies and tactics will strike the right chord with your consumer to build brand loyalty, a following and, ultimately, increase sales? The best place to start is to gather all you can about the target consumer to get inside their hearts and minds. Investing in research and brand planning to understand insights and your target’s lifestyle are at the foundation of developing a results-driven experiential marketing strategy and executing tactics that are personally relevant. At the end of the day, results matter. If the experiential marketing strategy isn’t rooted in a firm understanding of what makes your target audience tick, you won’t achieve the puppy dog effect and seal the deal in building the connection and creating a memorable experience.

A winning campaign that is based on research and is authentic in delivering a brand experience will ensure that your consumers and prospects leave an appealing interaction with your brand and feeling as fuzzy as that unforgettable doggie in the window.

Did you know?

• Of 400 marketers surveyed, 89 percent agree experiential marketing helps them build customer relationships for the long term.¹
• According to recent research by OOH Media, more and more, consumers demand sampling in the retail environment. In fact, 92 percent of consumers say they want more product sampling to help them with purchasing decisions.
• When surveyed, Americans responded that experiential-activated (face-to-face) tactics have the greatest impact in influencing them to purchase brands they don’t normally purchase.²
  • TV advertising (24 percent)
  • Instant win promotion (20 percent)
  • National sponsor (4 percent)
  • Experiential activated: face-to-face (52 percent)