Experiential Marketing
Experiential
Marketing
Experiential marketing is the art of creating an experience where the result is an emotional connection to a person, brand, product or idea.
The name experiential marketing is relatively new, however the fundamentals concepts behind it are not. For decades activity such as field marketing, customer service, special events, product promotions, PR stunts have engaged consumers and the public emotionally.
More recently it has meant the the specialisation of taking the fundamental concept of creating a lasting connection through a designed emotive experience.
Since 1999 most major advertising agencies have been creating internal Experiential Marketing divisions or making alliances with Experiential providers.
The rise of Experiential marketing can be attributed to 3 main drivers:
1. Standard media is losing its traditional ability to connect with the public. Companies need new ways to connect with their target market.
2. Perception – Experiential marketing is seen as the ‘new thing’, the smart new way to connect with customers. Agencies need to be seen being able to deliver what the client or market demands
3. Creating emotional connection through an experience works.
Unlike the TV advertising industry, as yet, there is not much evidence of independent, effective measurement and evaluation.
Helping companies stand out
Experiential marketing is a powerful new tool that can help companies stand out in a crowded marketplace and enables companies and brands to better connect with their customers.
For more information on how experiential marketing can benefit your next event click here
