What is Experiential Marketing?
Experiential marketing is more than just a buzz word that I have to spell-check regularly! It is not only a hard word to spell, but also a tricky technique to get right.
The purpose of experiential marketing is to create a closer bond between the brand and the consumer. This is mainly done by immersing the customer in a fun and memorable experience (through an event). If we can stir a positive emotion within people in relation to the brand, then the consumer is likely to associate this “positive” emotion with the brand - this is turn could encourage brand loyalty which could leads on to an increase in sales.
Experiential marketing can be a more effective way to display an advert. Rather than promoting it on social media yourself, you can create something unique that people want to share themselves on Facebook, Twitter etc. for you.
Over the years marketing has changed dramatically, mainly due to the different channels where we can now market. We have realised that the greatest catalyst for content creation and social amplification is not only producing the content yourself, but producing something the public want to share and talk about themselves.
The smartest marketers are now designing events and advertising “experiences” for people who generate content at the forefront of their minds.
What is next for experiential marketing?
Forget using a standard video clip – brands are now expected to give consumers a full 360-degree experience. Digital brands (YouTube, Facebook, Snapchat and more recently Instagram) are putting a large investment on 360 video to inspire companies to host campaigns with them!
As with everything in experiential marketing, this will only work if the brand can engage with the customer by immersing them with their story.
A great example of this would be Star Wars: The Force Awakens 360 Video below:
Capturing and rewarding attention, creating interactive experiences that ‘pull’ whilst measuring engagement are just a few things that brands are wanting to be delivered from advertising.
It’s a busy and cluttered media landscape out there, so when it comes to reaching people in busy high footfall environments, standing out from the crowd is the greatest challenge.
Technology is available for brands to stand out from the crowd. Outdoor advertisement such as the iWalker® was designed with the primary function of reaching and connecting with people, whilst capturing data.
Do you have an experiential project you'd to chat about? We'd love to hear from you.