As a business owner or manager, you might have heard the term experiential marketing being thrown around a couple of times and have wondered what it is and how you can use it to promote your brand. This post is going to talk about experiential marketing and some basic things you should know about it. From this article, you will learn what it is and why brands are using this strategy to promote their business.
What is Experiential Marketing?
Experiential marketing is basically a marketing strategy which focuses on helping consumers experience a brand. It is also called engagement marketing, it veers off traditional marketing strategies which focus on broadcasting the benefits of a product or service to a wide audience. It focuses on immersing’s consumers within the product or service by engaging them.
Why do Brands Use Experiential Marketing?
A lot of brands use experiential marketing to advertise their products or services because it forms a more authentic connection with their consumers. With engagement marketing brands are able to help customer form a more memorable, emotional and authentic connection with their brand. Experimental marketing allows brands to connect with their consumers in a way traditional advertising strategies can’t do.
What does Experiential Marketing Look Like?
When people think about this marketing strategy, they usually associate it with big glamorous events. As a startup or a thriving business, you might not have funds to organize a big experiential marketing event. Well, there’s good news, engagement marketing doesn’t just involve big events. There are different ways to leverage engagement marketing. To help consumers experience your brand you can offer free samples, you can have pop-up booths at unique locations or trade fairs. Some brands use virtual reality to help consumers experience their brand. Whatever way you choose to use, it is important to note that the main goal of experiential marketing is to create a unique connection between your brand and customer. The connection has to be formed through a face to face experience for it to be considered an engagement marketing strategy.
Benefits of Experiential Marketing
- It is an effective marketing strategy
A lot of brands are using this marketing strategy because it is really effective. A lot of brands keep increasing their experiential marketing budget year by year. They all report positive reviews from their experiential marketing projects. Brands report an increase in sales and engagements.
- Allows consumers experience your brand
This marketing strategy adds a more personal and intimate touch. It allows consumers to truly experience your brand creating memorable and authentic connection.
- They provide useful analytics.
This marketing strategy allows you to truly interact and connect with your consumers. It gives you the perfect opportunity to gain constructive feedback from your consumers. You have the opportunity to listen to their opinions and suggestions about your brand which will help how you interact with them in the future.