What’s experiential marketing in the first place?
Experiences are what that drives consumers to choose a brand. Unless a brand provides consumers a positive experience, it cannot expect to survive in today’s competitive marketing world. Experiential marketing aims to do exactly this. It’s a form of marketing the enables consumers and prospects to interact and engage with a brand and experience it.
Although it’s true that the roots of experiential marketing are in event marketing, the concept has become wider in scope and goes beyond traditional marketing forms. Today, experiential marketing can include a wide gamut of marketing strategies, starting from individual sampling to large scale ambush marketing and guerrilla marketing. Experiential marketing efforts these days focus on directly engaging, inviting and encouraging people to participate in a brand’s evolutionary journey.
Why is experiential marketing so important?
Experiential marketing has a key role to play in brand promotion. No consumer will like to buy a product or use a service unless he or she experiences it. The following are a few points that highlight its importance in today’s competitive brand marketing scenario:
It makes brands relatable
Experiential marketing implementations in the form of brand activation, events, creative services and marketing programs are a good way to highlight the core attributes of a brand. These show how a brand can address a particular pain point by actually immersing consumers in the experience. It helps consumers understand a brand and relate to it’s attributes better.
It makes brands emotionally relevant
The key to marketing success is the elicitation of emotions from consumers. Experiential marketing helps in evoking desired emotions in consumers by giving them a chance to experience the brand in its true form. Since it calls for interaction and engagement with the brand, people will be able to relate to it at a higher emotional level. This emotional connection is what drives the purchase decisions of consumers.
It creates a buzz around brands
Events and activations are a great way to catch the attention of people and get them talking about a brand. These forms of marketing tend to attract a larger number of people because they would like to know the brand better. Experiential marketing is important is creating positive word-of-mouth about brands, both online and offline. Plus it makes a brand look more credible in a world where people are losing trust on advertising.
It increases memorability of brands
A well-planned and well-executed event or a conference can create a lasting impression on people. Experiential marketing, when executed properly, can greatly increase the memorability of a brand. Consumers tend to form positive associations with a brand, which ultimately leads them to embrace it. The richness and quality of experience is thus an important factor in experiential marketing success.
It provides better feedback
Experiential marketing establishes a smooth flow of information between marketers and consumers. It helps marketers to interact with consumers and get immediate feedback from them. It lays the foundation of new relationships, which depend greatly on how people interact with each other. Experiential marketing is, thus, important for marketers to know what consumers are thinking about the brand.
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