What Is Experiential Marketing?
Written by Nielson B.

What Is Experiential Marketing?

Experiential marketing is a marketing strategy which directly engages consumers and encourages them to participate in a brand experience. Experiential marketing is also known many times as engagement marketing, live marketing, participation marketing, on-ground marketing, or special event marketing.

This type of marketing differs from traditional marketing in that consumers are not treated as passive receivers of a message. They are instead encouraged to be actively involved in the co-creation and production of marketing programs. This inclusion of the customer helps develop a personal relationship with your brand and deepens loyalty.

Consumer engagement is when consumers connect with specific brands. It is ultimately defined by one on one live interactions which create consumer participation and memorable experiences.

Measuring Engagement

Engagement is a measurement of to which extent consumers have meaningful brand experiences when they are exposed to experiential marketing, television contact, commercial advertising, sponsorship, or other brand experiences. Engagement can be described as the surrounding context which turns on consumers to a specific brand idea.

Program Engagement

Engagement is the context through which brands are promoted in the ads, commercials, and experiential marketing campaigns. Program engagement is a measure to which extent consumers recall details about content following exposure to advertising or a program.

Consumer Studies

Research performed by Jack Morton Worldwide states that 11 out of 14 consumers prefer learning about new services and products by experiencing them in person or through word of mouth from friends of family.  Clearly what people can see, touch, and try is still an incredibly effective marketing tool.

Experiential Marketing Philosophy

Engagement or experiential marketing differs from traditional marketing in that it is anchored by a philosophy rather than focusing on a specific set of marketing tools.  This key difference is welcoming the audience into be engaged in the sales process when they choose, and through the channels they prefer.

Ultimately traditional marketing with a top-down marketing approach creates brand promotional advertising which isn’t much more than white noise. Experiential marketing in contrast approaches consumers with invitations to experience their brand, not high pressure sales techniques.

It is the difference between shopping in a store where the staff hovers around you even when you’ve said you want to browse, and a shopping experience where the staff is friendly and responsive when you request it.

Meaningful Demographic Targeting

Making your experiential marketing campaign effective and welcome depends directly on knowing your customer base. Consumers today are constantly in potion and hard to pin down. They use various channels of media and are consuming more media and experience a wider and wider array of daily thoughts and emotions with the increasing influence of social media.

So the key is knowing the trends and what direction your target audience is already moving in. Place your experiential marketing efforts where your consumers are, and are heading. This cuts down on wasted and ignored efforts when there is a disconnect between your on the ground marketing and the people in the area.

Offline Engagement Marketing Tools

While a lot of traditional television, radio, newspaper, and internet ads are little more than white noise for consumers an tangible experience is more exciting and memorable.

Event Management – Companies can create and develop events around their products which will create brand experiences and value to consumers. Common types of events for companies are press conferences, promotional events, and product launches.

Mobile Marketing Tours – A lot of brands choose to create one on one consumer engagement offerings in the form of custom branded buses, RV’s, or motor coaches which act like billboards to make their presence known. Successful mobile marketing campaigns are usually planned to coincide with large events.

Street Marketing – Street teams are becoming more and more common and are defined by including advertising for brands in places that consumers are not used to. This approach helps these brands emerge from the white noise of advertising by being noticed and remembered for being out of the ordinary.

Experiential Marketing Campaigns

If you are interested in new and innovated methods of creating greater consumer engagement through experiential marketing get in touch with PromoGroup. Our team can help you create an experience which will welcome consumers to experience your brand in a fun, exciting, and memorable way. Our team will bring your brand to life with firsthand experiences. Our services include concept development, sourcing and logistics, and staffing. This means that we can make your events happen through PR stunts, street teams, guerrilla marketing, mobile tours, retail promotions, and product sampling. There isn’t a campaign, brand, or project beyond our scope and will bring your brand to life in ways that consumers will then make you part of theirs!

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