What is Experiential Marketing?
Experiential Marketing can go by many different names (engagement marketing, event marketing, live marketing) and is ultimately an advertising strategy that promotes an experience with a brand and/or product. Using the newest media and often unconventional methods of communication, Experiential Marketing sets out to immerse and engage consumers in a memorable way (usually as many ways as possible) promoting brand recognition, loyalty and value.
How Experiential Marketing Works
Going Beyond Traditional Advertising
Reaching and securing an audience with Experiential Marketing requires a strategy that goes beyond the traditional. Billboards, TV commercials and radio can support an experiential marketing campaign but are no longer the hero when it comes to the consumer experience. A true experiential marketing strategy reaches consumers through new and unconventional media creating a one-to-one, two-way immersive experience.
Cheap Tricks Don't Work. Empathy Does.
One and done is dead. Or at least it's not along the lines of how Experiential Marketing works. Experiential Marketing promotes a positive and thoughtful experience with the consumer in that the consumer takes part in the campaign, and wants to not only come back but share it with others. The best experiential marketing strategies use true empathy in order to relate, gain trust and spark a desire to repeat and share the experience.
Turning Consumers into Promoters
Experiential Marketing isn't about capturing the widest audience possible. It's about making an impression and creating PROMOTERS. Creating an experience in consumers, that will then promote brands and products to other consumers, is how Experiential Marketing can work to promote loyalty and trust in a brand/product in a growing audience.
Experiential Marketing Best Practices
Everyone Likes to Feel Special
A true experiential marketing experience had by a consumer is empowering. Feeling like a contributor to the experience is a special feeling that sets an advertiser apart - and well, everyone likes to feel special. Once empowered, consumers want to share that feeling with others which can boost a brand like wildfire.
Even the best experiential marketing campaign can fail miserably if the content or experience is not relevant. So what's relevant? Great question. As mentioned prior, empathy sparks relevancy. If you can truly get into the mind of your consumer, then an experiential marketing campaign can strategize using the issues and content that matter to their audience.
What does the audience want to experience and how do you want to relate it to your brand? What's the thought behind the strategy? What feelings do you want people to have when experiencing your brand? These are just some of the questions one should consider when creating a truly immersive marketing experience. Don't just cast the net as wide as possible. Consumers know what is genuine and thoughtful when experiencing a brand so if you want your audience to think about your brand, put some thought into what the experience is.