Experiential marketing allows customers to engage with and interact with your brand, products and services, using one or more of the senses in some sort of emotional or tangible way.

Experiential marketing is often known as the difference between telling people about your product and letting them experience the benefits for themselves so that they are able to make an informed decision about purchasing the item. This is also a way of increasing your brand awareness and customer loyalty without having to do promotions or give-aways as well as allowing you to establish highly-qualified leads and enhance your customer database.

How It Works

Experiential marketing can be carried out in many different forms, such as exhibitions, roadshows, ambient and in-store advertising, free product sampling and sponsorship. It is used very frequently when it comes to marketing drinks, retail brands and fast-moving consumer goods.

What Do You Need To Know?

If you want to give experiential marketing a go, there are several different agencies you can look at to help you set up live events, product sampling, roadshows and ambient activity. The Experiential Marketing Committee has been set up by the Direct Marketing Association in order to provide best practice and research.

Things To Bear In Mind

When thinking about trying experiential marketing, you should think firstly about what you have to say? Like all marketing techniques, there’s not much point if there’s no message.

You also need to make sure you choose the right location and attract the right crowd. This means appealing to your existing customers and prospective ones. Make profiles of potential age ranges, gender and other key influences that may make your product appeal to certain people.

Make it fun. You could combine entertainment with a product roadshow, which could lift your marketing activity from promotional sampling to experiential marketing.

Finally, make sure the size of your event is also manageable so as to maximise personal interaction with potential customers.

What Do You Think?

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