What Is Experiential Marketing?
Experiential marketing is a form of brand marketing that aspires to connect with consumers on a more immersive level than traditional forms of advertising, such as a TV ad or a billboard. Instead of merely describing the benefits of a particular brand or product in a one-way message, experiential marketing endeavors to make consumers active participants in this exchange. Experiential marketing typically includes physical, live interactions as well as digital, shareable interactions online. This might include such experiential marketing subcategories as live event marketing, gaming experiences, entertainment such as videos or special performances, “scavenger hunt” events, special events for enthusiastic, loyal customers. Co-promotion of beverages at live performances or athletic events are also sometimes a part of experiential marketing.
Sometimes called “engagement marketing,” experiential marketing aims to connect with people on a personal and emotional level. Therefore, it is usually highly data-driven and targeted. One-size-fits-all marketing messages don’t work well with experience-based marketing; the message and overall brand experience need to feel like they were tailored for a specific customer as much as possible.
Why Experiential Marketing?
This powerful form of marketing can reach the kinds of loyal consumers who will evangelize your brand and its value to others. Experiential marketing (or by any of its related names, such as experience-based marketing or engagement marketing) can create longer-lasting relationships between a business and its customers. That’s because consumers aren’t just receiving a message about the benefits of a product; they’re actively engaging with the product itself. This engenders a deeper business-consumer relationship than would typically occur with traditional advertising alone.
