The Dynamic Power of Experiential Marketing

Experiential marketing is a powerful marketing strategy that engages with the client on a physical & sensory level, creating intense consumer loyalty.

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Ramzi Chamat / 8 Ways Media
2014-06-20 11:51:00

Experiential marketing is a powerful marketing strategy that is being adopted by countless businesses from across the globe. Businesses of all types and sizes are realising the incredible impact that experiential marketing can have on a business in raising business awareness, boosting client numbers and augmenting revenue channels.

Experiential marketing

Since 2012, experiential marketing has become an increasingly popular marketing strategy, with a growing number of businesses allocating more of their budgets to this marketing technique than ever before. Last year alone an estimated 4.7% more marketing budget was allocated to experiential marketing, demonstrating the increasingly rapid growth of this flourishing industry.

Though this particular marketing strategy has been around for many years, it has only recently become more ubiquitous and visible. If you live in any major city you will notice that experiential marketing is absolutely everywhere, from street corners to the inside of a retail store.

But today’s advanced technological innovations have meant that any experiential marketing campaign can easily spread like wildfire across websites such as Facebook or YouTube. The experiential approach presents so many possibilities and there are so many creative things that a business can do to engage with customers and improve brand awareness.

What Exactly is Experiential Marketing?

Experiential marketing does what online marketing strategies, such as social media management, fail to do – it engages with the client on a physical, emotional and sensory level, enabling a brand to come alive in front of the consumer and truly interact with that brand.

It goes to great lengths to involve the consumer, and the intention is to interact directly with the consumer, pulling people right into the heart of the brand so that they truly become a part of it.

This in turn creates a stronger affiliation with the brand and ultimately results in long-term brand loyalty: the customer relates to the brand on a much deeper level and forms a powerful affiliation with that brand. This also makes the client realise what is unique about your product, which also results in increased word-of-mouth referrals.

Should you Consider Experiential Marketing?

The experiential approach is forming part of many multi-million dollar marketing strategies designed to promote a particular marketing promotion. Countless businesses from across the globe claim that experiential marketing has worked wonders for branding and generating incremental sales.

But many businesses have failed to jump on the bandwagon as of yet since measuring the success of a particular experiential campaign can be difficult to do. Learning how to measure the impact of experiential marketing will work wonders for businesses, as they will be able to establish the direct impact that the promotion has had on business.

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