Many people are involved in experiential marketing events and don’t realise. So we will give you a quick summary of what experiential marketing exactly is.. Businesses tend to use this technique to create an interaction with the public. This can be done in a number of different ways! The main aim of experiential marketing is to bring brands to life and to interact directly with a range of different target audiences. This is usually so businesses (especially ‘new to the market’ businesses) can work out who their products and services mainly attract, allowing them to focus on marketing their products specifically (but not limited) towards them.
One of the main techniques businesses tend to do within experiential marketing is provide people with samples of their products. This is the most common technique that businesses use, as the majority of people tend to prefer to sample products before purchasing them. We believe this is because people become aware of what they are spending their money on, but at the same time they are learning about the product and business before they purchase the goods.
As technology improves and grows, people are beginning to use immersive experiences to get people involved and attracted to the event, meaning they want to find out more and explore what is going on. An immersive experience is an illusory environment that you are completely surrounded by, making you feel a part of it and believe that it is a reality.
People use these experiences in different ways to create different effects, this can be done to suit the different business or changed to help you achieve what you are aiming for.
Some businesses use stunts to build awareness of what is going on, also to help create a buzz and boost the engagement of the public with the brand, helping them to advertise and promote themselves. Brands typically use stunts as a way of being shared around social media boosting their social media platform, however this all depends on their level of engagement with the public, who gets involved and who is watching.
If a business’s main aim of experiential marketing is to increase engagement and boost connections with people, then they create an event to promote and advertise the brand and/or products or services. These tend to be used to make a memorable impact on the customer in the hope that they will go on to promote the event and the brand. These events can range from themed parties to public events such as escape rooms.
How many experiential marketing tours have you been a part of and not realised?