Experiential marketing should be part of your marketing mix
Remember getting free samples in the shops? That’s where experiential marketing originated – it’s the idea of giving consumers access to experiencing your products or services themselves in a friendly, helpful and obligation-free environment.
Ironically, this highly interactive and physical form of marketing has regained significant traction in this modern world of impersonal digital marketing because more value is placed on human contact and shared experiences – especially by the so-called detached and elusive Millennials.
As such, experiential marketing perfectly compliments social media and other digital marketing campaigns through creating a positive, immersive brand experience that changes consumers into brand activists that go on to advocate your brand effectively throughout the digital world. Your brand becomes part of their life experience due to their emotional involvement in the conversation you have created.
Points to consider when choosing an experiential marketing agency
Successful experiential marketing campaign requires expert strategy, timing and vision – so it’s important to have the right agency on board to ensure you get the best possible results. In my experience, the most important qualities to look for include:
What makes for a good brand experience?
The aim behind any form of experiential marketing is to create a good brand experience, whether your consumer has a query about your services or is purchasing a product – but how can you create this? Here are my key elements for a good experiential marketing experience:
As you can see, experiential marketing is about committing your brand to a real and beneficial relationship with your customers through physical, emotional and psychological interaction with your brand. This human face to your brand delivers that essential – and valuable - connection to your customer, transforming them into active marketing agents for your brand.