What is Experiential Marketing? Why Should I Use It?
Gone are the days of newspaper ads being enough to sell a product or service! At 360x, we’ve seen the marketing industry transform throughout the years—and one up-and-coming marketing strategy takes the cake.
Enter experiential marketing.
In this article, we’ll explain what experiential marketing is and why it works. Let’s get started.
What is Experiential Marketing?
Experiential marketing, also known as engagement marketing, is a newer marketing strategy that engages a brand’s customers and/or prospects using live interaction.
Esther Sauri, a marketer at Linkilaw Solicitors, put it best:
“Experiential marketing is, in its simplest definition, a type of marketing based on creating memorable and innovative customer experiences to create deep emotional connections between the customers and the brand.”
What’s not to like!? Now, let’s look at what this marketing strategy might look like in action.
Experiential Marketing in Action
Experiential marketing blends the benefits of both traditional and digital marketing. We know the word “experiential” sounds a bit intimidating…
Here’s an example from Hopin that’ll bring some more clarity on the difference between traditional marketing, digital marketing, and experiential marketing:
- “A newspaper’s traditional marketing budget might go toward billboards…
- Their digital marketing budget would fund search engine ads. If you searched ‘events near me,’ you might receive a Google ad for the paper’s local events section.
- Their experiential marketing budget might support a pop-up hybrid event. At said event, imagine readers searching for headlines on the day they were born and creating a personalized ‘front page’ report they could access digitally, complete with audio snippets from key news stories of that time. That experience might not be focused on selling newspaper subscriptions or bringing in more readers. But by activating brand ambassadors and providing them with a compelling, personalized experience, the paper would enjoy stronger brand recognition and loyalty.”
Why Experiential Marketing?
So, why use experiential marketing in your business? Because it’s powerful.
Humans are emotional beings, and experiential marketing uses this fact to its advantage by creating emotional connections between consumers and a brand.
Moreover, this marketing strategy is all the more successful post-pandemic. Experiential marketing can use in-person and virtual means to create the best of both worlds.
Make Your Next Event Unforgettable
Want to make your event unforgettable? At Events 360x, we provide professional, courteous brand ambassadors and product specialists for all experiential marketing events.
Our staff will expertly demo your products and engage with the public. Interested in learning more? Request talent now. Then, read on to create an unforgettable experiential marketing experience.