What Exactly Is Experiential Marketing?

Definition of ‘experiential’

It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves.    The term "Experiential marketing" refers to actual customer experiences with the brand/product/service that drive sales and enhance brand communication and awareness.

Personal experiences help people connect to a brand and make intelligent and informed purchasing decisions.
When done right, it's the most powerful tool out there to win brand awareness and brand loyalty.

Why experiential now?

Some marketing experts suggest that as consumers, we are presented with over three thousand advertising messages in a typical day. Billboards, T.V. commercials, radio commercials, email marketing, banner ads, pop-ups, pop-unders, below the line, direct response mail at home and at work (aka junk mail), telemarketing, fax broadcasts,  etc.

To break through and capture the attention of your target audience, your (advertising) message needs to interrupt and then it must engage the attention of your qualified prospects so that they’ll continue to search for more information.

Marketers are experimenting with ways to allow consumers to experience -- touch, smell, even taste -- their products, services and brands. They believe that if people actually "experience" the brand, there's a better chance the ‘brand experience’ will result in a sale.

Client Comment

‘Few marketers rely on guerilla marketing alone, but many regard it as a crucial component of their total marketing mix…. We are convinced that traditional media only would not be sufficient to reach our target’"   People recognize that we are willing to work very hard to get their attention, which leads to an emotional relationship with the brand."