An Introduction to Experiential Marketing

Experiential marketing differs from more traditional forms of marketing fundamentally because it encourages and promotes an interactive process through physical contact with a brand or product. This fundamental difference can be taken further when asserting that experiential campaigns interact with the consumer on a far more personal, individual level than massive media campaigns. The result of this personal, interactive contact is a greater emotional attachment to the brand or product, leading to increased conversions from relatively little financial investment.

An experimental marketing agency offers something wholly disparate from regular media advertising. This form of advertising; such as the television advert as been losing its effectiveness for some time, perhaps down to an overcrowded marketplace, a greater consumer awareness of advertising techniques or just cynicism amongst the consumer public as a result of constant advertising bombardment. The difference is that experiential entices the consumer to connect, whilst not coercing them into engagement.

The uses of this type of marketing are diverse and have myriad benefits for businesses; some of the uses include:

• Raising awareness of a brand or product.

• Building relationships with customers and increasing loyalty.

• Creating positive memories of the brand or product that in turn leads to word of mouth.

• Creating hype around a product or brand amongst a specific target audience.

• Undoing past negative PR through positive reinforcement.

Experiential marketing does however have limitations, it is rarely used for large scale campaigns, national activities are usually too big due to budgetary restraints whilst international campaigns are extremely rare (although not impossible). These larger campaigns are usually combined with more traditional campaign to make the most of the experiential events.

Events will normally work best in areas where large number of people are situated or pass through each day. To achieve a successful campaign the selection of a location is vitally important, as is ensuring that the staff are well equipped, amiable and professional. A good experiential marketing agency will be able to not only create effective experiential ideas and campaigns but should also be capable of managing the campaign so that achieves the greatest reach within budget.

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