We, as consumers, are all about the experience these days. Over recent years, brands have consistently come up with innovative ways to customize a consumer’s experience so that it’s unique. So naturally, we expect it now. So much so, that brands have had to shift their marketing strategies to reflect just that. This is what we call Experiential Marketing.
Basically, brands aren’t relying on traditional advertising to catch the eye of potential customers anymore. No, they are going way above and beyond the ads, you see on TV or on the side of the road. They are allowing a consumer to feel, see, and hear a brand come to life!
Top 5 Types of Experiential Marketing
Experiential marketing is a unique and innovative approach to marketing that focuses on providing customers with unique, interactive, and memorable experiences. There are many different types of experiential marketing, but here are five of the most popular:
Events are a great way to create a unique and interactive experience for customers. They can be used to promote a product or service, increase brand awareness, generate leads, and more. Events can be anything from a small meet and greet to a large-scale conference or festival.
Activations are interactive experiences that allow customers to engage with the brand in a hands-on way. Activations can be in-store, online, or even outdoors. They can be as simple as a branded photo booth or as complex as an obstacle course.
Sampling is a great way to give customers a taste of what your product or service is like. It allows them to try before they buy, which can be a valuable decision-making tool. Sampling can be done in-store, at events, or even online.
Merchandise is a great way to promote your brand and connect with customers. It allows customers to take your brand with them wherever they go, and can help to build loyalty and brand awareness. Merchandise can be anything from clothing and accessories to home goods and office supplies.
- Experiential Marketing Campaigns
Experiential marketing campaigns are a great way to engage customers and create a lasting impression. They can be used to introduce a new product or service, increase brand awareness, or just generate excitement around a brand to the target audience. Experiential marketing campaigns can be anything from a simple giveaway to a complex scavenger hunt.
5 Benefits of Experiential Marketing
- Increased Engagement
According to a study by the Event Marketing Institute, experiential marketing generates up to five times the engagement of traditional marketing techniques. When customers are able to interact with a product or service firsthand, they’re able to form a much more meaningful connection with it. This increased engagement can result in more brand loyalty and, in turn, more sales.
- Greater Brand Recognition
When customers have a positive experience with a brand, they’re much more likely to remember it. In fact, experiential marketing has been shown to be up to 80% more effective in terms of brand recognition than traditional marketing techniques. By giving customers the opportunity to interact with your brand firsthand, you can increase the likelihood that they’ll remember it and come back in the future.
- Increased ROI
In addition to increased engagement and brand recognition, experiential marketing also typically results in a higher ROI than traditional marketing techniques. This is because experiential marketing is more interactive and engaging, which leads to more customers becoming interested in your product or service.
- More Engaged Employees
When employees are involved in experiential marketing initiatives, they’re more likely to be engaged and invested in their work. This increased engagement can lead to a more productive, motivated workforce, which can ultimately lead to better results for the company.
- Greater Customer Satisfaction
Finally, one of the most important benefits of experiential marketing is that it leads to greater customer satisfaction. When customers have a positively unique experience with a brand, they’re more likely to be happy with their purchase and more likely to recommend the brand to others. This increased customer satisfaction can lead to more business and a stronger brand reputation.
- Breathes life into a brand that is typically seen as static in magazine or online banner ads
- Allows for a more authentic representation of a brand
- Gives brands a chance to build one-on-one relationships with consumers
The sky is the limit when it comes to how a brand creates an immersive experience for its consumers. Brands could hold a contest, integrate social media tactics, hold an event, gift influencers, and so on.
For your convenience and because we love you so much, check out highlights of some tried and true experiential campaign examples:
- Stunt: Plan an event or create content with one or several WOW factors. The wowness of the stunt should garner enough attention on its own by capturing the eyes and ears of plenty. And then hopefully, they’ll tell their friends.
- Mobile Tour: Put your brand on wheels and promote the hell out of it in high-traffic areas of big cities. Can we say free advertising much?
- Pop-Ups: Bringing a brand to life in a temporary rented space is especially great for brands looking to sell a product. Anything that is limited edition or available for a limited time is a guaranteed crowd pleaser.
- Events: Events allow for one-on-one consumer engagement, some serious brand immersion, and give a brand the ability to control a message…all in the hopes that consumers will snap some selfies or post an Instagram story to spread the word.
- Sampling: This might be the most straightforward type of marketing. (Here is my product. Try it out.) What makes it experiential is that the product is now in the user’s hand to use and make an informed decision on whether or not they like it. (Better than reading a Yelp review, right?) Plus when anyone is told they were chosen to receive a sample, it makes them feel pretty darn special.
Some of these examples might cost big bucks, but man, are they effective.
What is an Experiential Marketing example?
Experiential marketing is one of the newest and most effective forms of marketing today. It is a technique that focuses on providing a memorable experience to the customer instead of just a simple advertisement. Experiential marketing can be used in a variety of ways, such as events, product demonstrations, or even giving out free samples.
One of the most famous examples of experiential marketing is the “Pepsi Challenge.” In 1975, Pepsi ran a campaign in which people were given a blind taste test of Pepsi and Coke. Pepsi won by a landslide, proving that their product was better than Coke. This campaign was so successful that it is still used today.
Another great example of experiential marketing is the “Coke Zero Challenge.” In this campaign, people were given the opportunity to try Coke Zero for the first time. They could then enter a contest to win a trip to Las Vegas. This campaign was a huge success, resulting in a large increase in sales for Coke Zero.
Experiential marketing is a great way to get customers involved and engaged with your product. It allows them to experience the product firsthand, which can be a powerful tool in convincing them to buy it. If you are looking to create a memorable experience for your customers, then experiential marketing is the way to go.
Conclusion About Experiential Marketing
From the research that has been conducted, as well as the examples that have been shared, it is evident that experiential marketing is an effective way to connect with customers and create an emotional connection. It allows customers to interact with the brand in a personal way, which can result in a deeper connection and a longer-term relationship.
When done correctly, experiential marketing can also generate a lot of word-of-mouth marketing for the brand. Customers are more likely to talk about their positive experiences with a brand than they are to talk about the features of a product. This is because experiential marketing is more about the overall customer experience than it is about the product.
Overall, experiential marketing is an effective way to connect with customers and create an emotional connection. It can generate a lot of word-of-mouth marketing, and it is more about the customer experience than the product.