Experience Marketing for SMEs

Many consumers in Africa are allocating most of their income to creating and enjoying memorable experiences with their family and friends. A few companies have got the gist and are positioning their material products and services as experiential.

Take for example JamboJet with their tagline ‘’the friends reunion airline’’ or Bidco Africa Golden Fry ‘’Good Food Good times’’ and many more companies Selling products through the allure of experiences.

Experience marketing strategy can yield enormous benefits, such as increasing the “talkability” of the product – highly relevant in today’s social media age something SMEs can borrow a leaf from and apply in their marketing plans.

When applying experience marketing strategy, the focus of the message is not how superior your products is but feeling and experiences associate with the product or service and its use.

African SMEs must realize that over 40% of the continents population are youthful and are leading in searching for satisfaction and fulfillment through experiences.

Millennials as they are called in some quarters don’t derive their happiness on buying a house or other possessions or having a long career in a bank or government department; contrary to that they place more value in capturing memories earned through experiences that span the spectrum of life’s opportunities.

SME that build themselves on experiences or have experiential value proposition will capture added economic value and win the hearts of consumers.