Experiential marketing is all about bringing brands to life in the form of localized events, free samples, and interactive exhibits that are tailor-made for specific demographics. Experiential marketing can help marketers create deep and meaningful two-way interactions between audiences and brands.
No other marketing technique engages consumers on the same level.
There's a reason it's called "experiential" marketing: It goes beyond words and images; it's an experience that excites the senses and leaves a strong, long-lasting impression of authenticity.
There's a catch, however
Several years ago, a client shipped two boxes of its newest chocolate meal supplement drink, asking my agency to sample the product across more than 20 markets.
The entire office crowded around our conference table, eager to try the beverage. We took the cold, contoured bottles from the refrigerator, gave them a satisfying shake, poured out shot-sized rations, and passed them around the room.
The excitement quickly turned to concern. Wide eyes turned squinty, and noses wrinkled. It was terrible.
We had a choice to make: Do we try to market something we know the audience won't like? Or do we have the courage to tell the client that his new product needs more prodding in the lab?
Take the first step (it's free).
You may also like:
- How to Nail Positioning, Messaging, and Change Management: Matt Desmier on Marketing Smarts [Podcast]
- Three Steps to Amplify Your Brand Message Beyond the Walls of Your Event
- How to Create a Customer Journey Map to Optimize Your Campaigns
- Ready for 2019 Holiday Season E-Commerce? It's Almost Time... [Infographic]
- Mat Sweezey's List of 103 Marketing Thought Leaders, by Category [Opinion]