What is Experiential Marketing?

We often hear or read about experiential marketing in the business press. So, what is it and what is it all about? Experiential marketing essentially involves the promotion of your business and brand in a way that allows both customers and prospects to connect and interact with you and have memorable experiences. Based upon such brand-related encounters, your customers may or may not accept your product or service offering.

The success of an experiential marketing initiative depends upon the quality and impact of the techniques you incorporate into your campaigns in order to attract attention. Developments in the mobile world, social networking, and content marketing have ensured that the business environment today is set for experiential techniques.

Ensure that the marketing strategy is brand-related

There is no point in running a campaign if prospects are unable to identify your brand. The way in which you promote your brand should communicate that it impacts the lives of your target audience positively. They must be able to relate to your products or services in order for them to accept your brand.

Connect with customers digitally

You can reach out to your existing and potential customers via connected devices such as smartphones and tablets. In order to do this effectively, you will have to create content marketing and social media campaigns based on the interests of your prospects. Focus on the things they are interested in, or that are important for them.

Build brand association

Do not forget emotional relevance. By using experiential marketing campaigns, you want buyers to gradually become connected emotionally to your brand and this is what will ultimately secure their loyalty. If they like your brand, what it represents and how it makes them feel, they will take proactive measures to gather purchase-related information. Ensure that your experiential campaign creates a customer experience that becomes synonymous with your brand in a positive way.

Be newsworthy

Make your business newsworthy in order to increase its reach and visibility among your target market. Experiential campaigns can do this very well, provided you implement the right strategies. When your existing customers cannot stop talking about the quality of your products or services, they will essentially be ambassadors for your brand.


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