In recent years, experiential marketing has become an increasingly popular marketing strategy for companies large and small. This particular marketing strategy has proven highly effective in many different industries, as it allows the consumer to make concrete, personal relationships with their favorite companies. This opportunity to engage in an interactive experience with their favorite companies increases the likelihood that a consumer will become a loyal customer. Regardless of industry or the size of the company at hand, there are several base tenets that govern all experiential marketing campaigns. This guide explores several principles of experiential marketing and how they may function in various campaigns.
The most important principle of experiential marketing is audience interaction. Experiential marketing campaigns are so successful because they allow consumers to interact with their favorite products and brands in a way that would otherwise be impossible. This highly immersive quality makes it possible for every consumer to build their own experience and leave with their own takeaway at the end of the event. As a result, every customer feels a stronger personal connection with the brand. Many companies seek to take audience interaction one step further by incorporating interactive elements into the design of their mobile experiential trucks or displays. Interactive games, demonstrations, giveaways, or photo booths all spur audience interaction to create a more successful and immersive experience overall.
The interactive elements and face-to-face interaction offered at experiential marketing events not only presents an atmosphere of fun, but it also makes the brand appear more approachable and relatable. Relatability is a very important tenet in experiential marketing and plays a large role in overall audience turnout at such events. Experiential marketing events and displays often unfold in a way that places the consumer at the center of attention. Demonstrations and media showcase how the products or services could improve the consumer’s life. The immersive nature of these showcases and the ability to experiment with the products firsthand makes it easier for the consumer to envision using the products in their everyday life. The opportunity to speak one-on-one with company representatives also makes the entire experience feel more personal and relatable.
Experiential marketing events seek to entertain and engage the consumer through a variety of tactics. As such, many displays use elements that will engage all five senses. This total sensory immersion allows the consumer to be more present at the event, thereby allowing them to engage with the display more fully. Sensory elements may include decorating the display in colored lights, offering a chance to test sample products, or spritzing a unique scent throughout the space.