Experiential Marketing is increasingly the unignorable marketing force that all businesses must consider and embrace.
The evolution in experiential event marketing and customer/influencer sensibilities has made it increasingly vital for all businesses to create tangible brand engagement to enhance brand subscription, credibility and sales.
Traditional brand marketing consisted of communications channels such as advertising, direct mail, packaging, and sales promotions. These channels then evolved to incorporate public relations, sponsorship, events, and digital.
When multiple channels work together, using a similar tone and style, to communicate the brand’s message this is called an integrated marketing campaign.
In recent years, brands have realized that to build relationships with their customers, create an emotional connection, and generate a sense of loyalty, they need to go beyond the traditional ‘one-way’ channels of communication, such as television and press advertising.
This has led to the rise of ‘experiential’ marketing campaigns and brand experience events; ‘two-way’ channels of communication where customers are given the opportunity to engage and interact with brands in a sensory way.
Experiential marketing is about bringing the brand to life; targeting a core audience and communicating the brand values by creating memorable experiences that give back or add value to their customer’s lives. By creating an experience, the customer makes an emotional connection with the brand, which they then remember—far more than a traditional advertisement—and hopefully share with others via social media/word of mouth.
Instead of the brand telling its customers about its product through the conventional channels of advertising, experiential marketing enables customers to experience the product and/or its features and benefits, themselves.
EXPERIENTIAL MARKETING CAN BE USED TO:
If you are seeking inspiration for an ideal location and venue for your next experiential pop up or brand activation event and or its creative configuration, we at First Option Venues Ltd would be only delighted to offer and devise practical solutions and advice. Please feel free to get in touch. Consultation is completely free of charge.