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?
Steve Randazzo is founder and president of experiential marketing agency Pro Motion Inc. He has longstanding relationships with big-name clients, including Dr Pepper Snapple Group, the Walt Disney Company, Hewlett-Packard, Duck Brand, Fiskars, Citgo, the NBA, and Tractor Supply Co.
LinkedIn: Steve Randazzo