The modern consumer is savvier and makes purchasing decisions after researching on what others think of the product.

This means that before your target customer buys your product, he or she is likely to find out what other people’s experiences as they were using your product.

This research can be done online using tools like Google Search, social media networks and blogs. Note: these are forums where people discuss your product; what they say can either make or break your brand.

Since the typical customer has developed some immunity to traditional marketing; your main task is to market in such a way that encourages your customer to experience the brand and ideally, recommend it.

Social media is one of the most popular forums which are popularly used by people to discuss events and brands. For example, think of how you would choose a vacation spot you have not visited.

You will probably first check out a website about the proposed spot and then proceed to search Facebook or other social networking sites to find out what others are saying about that spot.

Then, based on these online reviews, you will decide whether or not to head to enjoy your vacation there.

So how will you use experiential marketing?

The key is to come up with innovative marketing campaigns that will encourage your target consumer to experience your product and facilitate the public sharing of this experience.

You can also provide your target consumer with something to discuss; this could be great value or a exceptional feature.

Once you choose this option, be prepared to engage in open dialogue with your customers. You should package yourself as someone who can be approached and be prepared to graciously receive both cynics and fans alike.

Kenyans have embraced social media and are willing passengers in the social media bandwagon.

How can you tell? Assess the number of people on matatus on Facebook at any given time or the professionals who are tweeting about what they are doing and measuring their weight by the number of followers they have.

YouTube is now a very popular entertainment channel all by itself and Flickr is for the lovers of all things photographic.

Each social media platform has an appeal factor for each individual, making it an ideal way to market your products or services.

For example, assume you are the producer of a beauty product considering social media as a possible marketing technique. Facebook has mass appeal especially in Kenya; Twitter is also popular; or you can upload your videos on YouTube or share photos on Flickr about your product.

This means that you can package your social marketing for the audience on each social media platform. Your aim is not to bombard your target with endless, boring, sales pitches; it is to connect with them and build relationships, enhancing brand loyalty.

It is also much cheaper than conventional means, but for an effective social media campaign, it has to be supported by the conventional marketing methods your company uses. A fine example would be to encourage visits to your social media portfolio on radio, television, or outdoor advertising.

Social media commands a large and ever growing community, and the possibilities are endless. Be sure to explore them and make them work for your business.