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So one more marketing catch phrase has been coined and now people far and wide are left scratching their heads, trying to come up with a solid definition for experimental marketing. What is it and is it something that once you understand, you can use to your benefit? So now lets dig in and see what we can find.

Off the top we can pretty much agree what   Experimental Marketing is not. It's not conventional marketing. So what it is any type of marketing that basically falls outside of conventional norms. Sounds simple? Well it's not because in this information age of the Internet, anything that falls outside of the norms opens a veritable can of marketing worms.

So rather than casting about, let’s take a look at some marketing experiments that have worked and are still working, do some reverse engineering and see if we can't find something that you can reconstructed according to your own specifications and possibly mine some gold from. Take haunted jewelry as a stellar example.

Register with eBay, type in (haunted jewelry) and get ready for a good surprise. Cheap junk costume jewelry and low budget plastic replica Egyptian artifacts, often selling for up to a thousand dollars. So why would a $5 pewter ring sell for $200? That’s simple - it’s because it's possessed by any number of genies & spirits.

So who's buying this crap? Not me or you, that's for sure but the fact is that people are and literally all the people selling it have one thing in common. That is that they know how to write a damn convincing sales presentation letter. OK! So now we learned one thing so far and that is that if you can write a damn good sales letter you can sell worthless junk for a lot of, money of you identify and target the right market. So let’s move on.

Let suppose just for arguments sake that your principles won't allow you to trick good folks like the unprincipled sharks who hawk phony haunted jewelry can. Then what about experimental marketing of information. What information? Any information my friend because chances are that you know things that other people don't. Find people who don't know what you know then sell it to them.

It’s going on right now. Just type in eBooks for sale and start browsing and you can find people using experimental marketing techniques to sell information on everything from flower gardening to tractor repair to curing athlete’s foot. So what’s to be learned about experimental marketing here that you can put to use for your own benefit?

Well to start with, you have learned that you have information tucked between your ears that's marketable but there are still two more things that you need. One thing that you need is faith in your abilities and ideas and the second this is a good website. Then simply start writing your information down and coming up with ways to market it.

OK! So does that cover experimental marketing in its entirety? Of course not but it does show two stellar examples of very high profit margins by way of experimental thinking and marketing. The jewelry is cheap but by attaching some non intrinsic property to it, its value is greatly increased. Your knowledge costs you nothing but by locating those who don't possess it and who desire it, it can be sold as an eBook.

Chris Tyrrell writes for The Phoenix Partners who specialise in Experiential Marketing and other brand communication activities. Visit the website for more details.

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