Know-How Exchange : Other

In the event business Experiential marketing is used as a term to describe events people attend. Tradeshows, conventions, meetings, parties, seminarsa nd so on. It has been used for about 10 years now that I remeber. First I saw it was in Jack Morton write-ups.

Experience marketing seems to be an add on to that.

Here is what Wikipedia says (for what that is worth).

"Experiential marketing is a methodology, a concept that moves beyond the traditional “features-and-benefits” marketing. Experiential Marketing connects consumers with brands in personally relevant and memorable ways.

The idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers’ aspirations to experience certain feelings – comfort and pleasure on one hand, and avoidance of discomfort and displeasure on the other. Experiential marketing occurs in person. It is a direct interaction one-on-one between a brand and an individual consumer. This experience creates a stronger relationship with the consumer.

In contrast, traditional product centric marketing reflects a left brain bias because it generally seeks to persuade consumers by invoking rational factors that position the advertised brand as better than competing brands. Product centric marketing presumes a degree of rationality in consumers’ decision-making that contemporary brain science refutes. Consumers’ decisions are much more influenced by emotionally generated feelings than by their rationally derived thought."

Wikipedia doesn't have anything for experience marketing so you can go there and make something up (;-) We need a new useless phase to describe what we as marketers do.