Marketers familiar with experimental marketing understand that by its very definition is live event marketing where consumers interact with a product or brand face-to-face. The Catch-22 to motivating a target audience to action (and ultimately more sales) is to have the financial and human resources available to broadcast the message. Increasingly, this essential marketing process is rearing its head in the form of informational self-service kiosks.

To understand experimental marketing better, Jack Morton Worldwide conducted an Experimental Survey with Sponsorship Research International (Sri) late last year. In January Jack Morton released the intriguing findings based on the survey of 800 consumers in the U.S., equally divided by gender and age.

The result? Experimental marketing is an effective marketing tactic across many product categories. Author and Vice President of Jack Morton Worldwide, Laura Shuler, said, "In addressing the question of what characteristics make a marketing experience more effective and appealing, consumers most value the opportunity for immediacy, dialogue, entertainment and interaction." In the survey consumers expressed an overwhelmingly strong preference for experiences that incorporate entertainment along with product trial.

'Time is money' works both ways

The survey indicated that consumers on average are willing to spend up to 14 minutes participating in an experimental event. This amount of time is not only an excellent way to influence the decision making process, but also one of the few times when consumers may be willing to provide feedback that is instrumental in fine-tuning the product information provided as well as sales promotion strategies. In other words, it's the time to throw the consumer wall and see if it sticks.

Y them?

Consistent with the belief that younger consumers are more open to innovation, the survey found that Generation Y consistently demonstrated a markedly stronger response to experimental marketing than other age groups: 31 percent said it's their preferred method of communications; 35 percent said it's most likely to drive purchase consideration; 35 percent said it's most likely to drive actual purchases; and 40 percent said it's most likely to drive quick purchases. "This is significant not only for marketers that want to reach Generation Y consumers now, but also for marketers that want to court these consumers given their spending potential in the future," said Shuler.

Where the Kiosk comes in

Informational self-service kiosks, like the touchscreen Starbucks Interactive Unit (SIU) launched last year, are becoming more abundant. However, the use of and market for touchscreen marketing tools designed to provide retailers and brand manufacturers insight into consumers, and to give consumers insight into their stores and products, remains in its infancy.

Research www.jackmorton.com www.starbucks.com

Originally published in the Mar/Apr 2004 issue of Kiosk magazine.