Experiential marketing is all about getting creative to create an experience that guests can engage with and remember. The idea is that these interactive events will leave a lasting positive impression with participants that will ultimately influence their purchasing decisions.
- Experiential marketing now ranks as one of the top five marketing strategies companies currently leverage.
- 74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the promoted products. (EMI)
- 70% of consumers become repeat customers after an experiential marketing event. (EMI)
Experiential Marketing is the obvious next step in Marketing. Technology has brought products and services into our personal spaces and as such marketing has now become very personal and intimate.
Experiential marketing completely sidesteps the dilemma of ad blindness by collecting an interested audience and using the interactive and experience-based approach over less-effective, more disruptive methods.
Experiential marketing engages as many senses as possible, with the hope of making the brand behind the marketing more memorable and exciting than just a regular visually based advertiser’s brand.
Experiential marketing is marketing that aims to create a positive, memorable, fully engaged branded experience. This deals with five senses: sight, smell, touch, taste, sound.
Through experiential marketing and with an effective means for measuring event success, brands are able to learn about their target audience in ways that traditional marketing simply can’t. By learning and connecting with consumers emotionally, brands are able to further target and optimize future experiential and marketing campaigns.
Some benefits of experience marketing are that:
- It leads to a stronger connection between product and emotion leaving the product memorable in the mind of the consumer.
- Creation of a positive touchpoint.
- It provides an avenue for personalized engagement.
- It appeals to the new ways people use media.
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