Experiential marketing is the process of creating an experience that encourages your target audience to engage with your brand and ultimately makes them more likely to purchase your products. The word “experiential” comes from the Latin word “experiri,” meaning “to try.” In experiential marketing, you provide a brief interaction with your product or service that allows consumers to experience it before they buy it.
WHAT IS EXPERIENTIAL MARKETING?
There are many ways to create an experience for your customers, and the best ones can be hugely successful. Experiential marketing can take the form of live events and social media campaigns, but before you start organizing any big events (or small ones), there are five things you need to know about experiential marketing:
WHY IS EXPERIENTIAL MARKETING IMPORTANT?
Experiential marketing is a great way to connect with customers in a unique way, and to help them remember your brand. It can be used in a variety of ways, including building brand loyalty, promoting your products and services, or simply raising awareness about who you are as an organization.
In addition to these benefits for your business, experiential marketing is also extremely effective at creating trust between you and consumers. As humans we crave experiences that allow us to feel something—whether it’s excitement or sadness—and when they occur while interacting with brands they leave lasting impressions on our minds. Experiential campaigns can touch on this need by providing experiences that are memorable and emotional; furthermore, they make us feel like part of something bigger than ourselves (e.g., “I want my friends/family/colleagues/etcetera along for the ride as well!”).
HOW CAN I USE EXPERIENTIAL MARKETING IN MY BUSINESS?
Experiential marketing is all about creating memorable experiences for your audience. And while you could simply throw a party or host an event, that may not be the most effective way to use experiential marketing in your business.
You want to create an experience that is different from the competition and helps you to stand out from them—and it should also be unique enough that people will want to share their experience with others. Your goal is for them to participate in the event and then share their photos on social media afterward so their friends can see how great it was too!
BY CREATING A MEMORABLE EXPERIENCE FOR YOUR CUSTOMERS, YOU’LL CREATE LONG-LASTING BRAND LOYALTY.
To succeed in today’s marketplace, you need to stand out from your competitors. The best way to do this is by creating an experience that customers will remember and tell their friends about.
Businesses have three methods of engaging with customers: products, services and experiences. Products are physical items like a water bottles, t-shirts, or shoes; services are intangible things like entertainment or music festivals; while experiences combine elements of both products and services into something unique that can be shared socially with others.
While all three types of engagement have value, the most memorable form is experiences because they create stories people love to share. And when it comes to creating brand loyalty, nothing beats great word-of-mouth referrals—which is why experiential marketing has become such a popular strategy in recent years!
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LIVE EVENT ACTIVATIONS
Live event activations can help you create buzz around your brand and connect with consumers. All it takes is a little creativity and some forward-thinking planning on your part. Here are three ways live event activations can help:
GETTING EYEBALLS ON YOUR BRAND AT A BIG EVENT
Live events are a great way to get your brand in front of people, and live event activations are a great way to get people talking about your brand. They can be fun, interactive and memorable ways for consumers to engage with your product or service.
Live Event Activations build brand loyalty by giving customers an experience they won’t forget—and will likely share with their friends.
USING LIVE EVENT ACTIVATIONS TO ENGAGE WITH CUSTOMERS
Live event activations are a great way to engage with customers. They’re memorable experiences, which makes them a perfect way for you to make an impression on your audience.
Their purpose is to provide customers with the opportunity to interact and engage with your brand, giving them new and exciting ways of interacting with your products or services. These events can also help you showcase your brand’s values and personality, while also getting people talking about what they experienced at the event—all great things for building positive word-of-mouth buzz.
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MAKING A BRAND CONNECTION WITH CONSUMERS
Live event activations are an effective way to market your business. They allow you to make a personal connection with consumers and give them something they will remember you by. This can be done in a variety of ways, whether by simply handing out coupons, or providing them with something to take home or share with their friends. These are just some examples of how live events can help you connect with your audience:
A personalized experience for the consumer (for example, giving them a branded bag)
Something that they can take home (such as an item that features your brand)
A way for them to remember who gave it to them (the person’s name and/or company name)
LIVE EVENT ACTIVATION IS A SMART WAY TO ENGAGE WITH THE CONSUMER DIRECTLY AND DRAW ATTENTION TO YOUR BRAND.
Live event activations are a great way to get consumers excited about your brand. Live events can be used for multiple purposes, including:
Promoting new products or services
Promoting charitable causes
Showcasing an aspect of your brand’s culture (i.e., how employees work together)