The Role Experiential Marketing Plays In The Customer Experience
Written by Nielson B.

The Role Experiential Marketing Plays In The Customer Experience

If you are trying to understand what experiential marketing is and how it contributes to the overall customer experience, you’re not alone.  This post is geared to helping you understand what defines the customer experience and how experiential marketing plays into making your marketing efforts as effective as possible.

Understanding How Experiential Works With The Customer Experience

Experiential marketing is a term that is used a lot in the marketing industry and a lot of business owners and marketing professionals believe it is the whole customer experience.  As more and more companies begin to consider their customer experience and how their brand is perceived it is easy to believe that the live experiences are the whole of the customer experience.

The Customer Experience

The customer experience is every touch point, or interaction a customer has with your brand whether it is live, on the news, or they receive advertisements.  It includes more than just the interactions your consumers have with your brand.  The customer experience also encompasses the feelings and perceptions they have about your brand.

Truly good customer experience stems from meeting consumers expectations for your brand and your services and products stay true to the perceived value proposition.  The customer experience is the whole of how your brand is perceived in all facets of the consumer’s experience.

Experiential Marketing

Experiential marketing is part of the customer experience but is defined by a live marketing even where one on one brand experiences are created. These experiences are more memorable and create a deeper connection between consumers and your brand.  This is accomplished with experiential marketing as live marketing connects in a purposeful and personal way.

The Difference Between Customer Experience & Experiential Marketing

When experiential marketing is used by companies it creates a more memorable, rich, dynamic, connection to your consumers which promotes greater brand awareness and loyalty to your brand.  The difference between the customer experience and experiential marketing is that the customer experience includes the entire set of experiences your customers have seeing ads, visiting stores, buying products or services, and using your brand in their daily lives.

Experiential Marketing Is a vital Part of the Customer Experience

The customer experience is the culmination of all of your marketing efforts, customer service, brand quality, and experiential marketing. Experiential marketing is the live tactical marketing efforts made into an event for in person brand experiences.

How Experiential Marketing Works

Event marketing was part of the genesis for experiential marketing, yet experiential marketing has evolved to be more than a simple event.  Event marketing had two simple goals, to increase brand awareness and to generate demand.  Experiential marketing’s evolution includes the one-on-one interactions which are personalized around the consumers.

This does more than just help make the consumers aware of your brand but makes it possible to gather real time data on how consumer perceive your brand and how or if they engage.  This data can be used to better cater to your consumers and drive better return on investment in product development, advertising, and future experiential marketing events.

Experiential Data Collection

Today’s consumers expect the brands they consume to know what they want and provide them with events, products, and experiences they will enjoy. This means for businesses to succeed they need to put the customer at the core of their brand, product development, and marketing.

Recording the impressions, perceptions, and level of engagement with experiential marketing events provide vital data to help craft new brand experiences that meet your consumer’s expectations for quality and relevant content.  When consumers expectations are meet or exceeded it increases engagement and sales.

Key Factors In Experiential Marketing’s Evolution

From simple event marketing which just pushed your brand and products into consumers awareness to crafting better live experiences Experiential Marketing has already evolved over the last 10 years.  It will continue to evolve and there are some critical keys to understanding what is shaping experiential marketing today.

Big Data’s Role In Marketing

Companies who employ an experiential marketing agency are focusing more and more on their return on investment. The best experiential marketing agencies collect real-time data to help companies make decisions to take action to adjust their brand or marketing efforts. The data is also used to sharpen the focus of future experiential marketing events to be more personalized.  The more personalized and interactive an event is the better return on investment companies can expect.

Experience Over Ownership

Today’s consumers are progressing more and more to value experiences over owning things.  A study by Eventbrite showed that over 75% of Millennials choose spending their money on experiences over buying things. Over 80% of these consumers also participated in more than one live event, and a staggering 72% showed interest in increasing their spending on live events.

Experiential Marketing Is A Keystone

Given the undeniable effectiveness of experiential marketing it has become a keystone in virtually all companies marketing strategies. While ads, email blasts, and other marketing approaches such as gift with purchase are still relevant the role that experiential marketing plays in the overall customer experience is undeniable.

Many times a live event may be the introduction a consumer has to your brand and products.  Live experiential marketing is social, it is active, memorable, and a vital part of successful companies marketing strategies.

Start Your Experiential Marketing Campaign

If you own or manage a business the desire to see it success is implicit.  Older traditional forms of marketing such as sending flyers, ads on tv or radio, along with billboards are easy for today’s consumers to miss entirely in the sea of daily information and marketing.  If you want your business to get a better return on investment for marketing Experiential Marketing is the most effective way to get noticed, increase awareness, drive sales, and collect data to adjust your brand to meet your consumer’s expectations.

Taking advantage of this incredibly effective form of marketing does more than just throw messages out to whoever might be listening, it gets their attention.  This provides the opportunity to create personalized experiences and collect valuable data about what consumers want and expect from your brand.  Contact PromoGroup today to get started on your experiential marketing campaign, get noticed, grow your brand, and help your company succeed.

Call PromoGroup Today – (312) 467-1300

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