What is Experiential Marketing?

What is Experiential Marketing (2022)?

What exactly is experiential marketing?

Experiential marketing is a type of marketing that is engaging, interactive, and provides an experience for the consumer. It can be done through giveaways, contests, events, sampling, or tours and it’s a way for brands to create an emotional connection with consumers.

According to G2, experiential marketing is, 

“a strategy that provides customers and prospects with an in-person experience – it doesn’t happen online. The experiences are unique and engaging. Due to that interactive element, it is also known as engagement marketing or interactive marketing. An experiential marketing strategy builds relationships between a brand and its consumers, giving a memorable experience.”

So you want to know what experiential marketing is in 2022, well the buzzword of our generation is experiential marketing.

It’s not enough to just have a product and promote it. You have to get people to experience it. Making them a part of the story. Giving them a memorable experience and then asking for their feedback. 

In this day and age, we’re all about stories and stories are the new marketing.

Just imagine a world where product experiences are everything. Picture a world where brands are able to immerse their consumers in their products and take them on a journey. This is an experience. 

Brands offer these types of experiences to make their products more appealing and to create a fuller, more natural feeling.

You have probably experienced this type of marketing before. For example, when you snap a photo for a filter and it feels like you’re in a whole new place.

Nowadays, post-Covid-19, experiential marketing, and event marketing have started to head online which is where the term Hybrid-Event has originated from. 

According to Optimizely, “in today’s post Covid-19 environment, experiential marketing events no longer have to be in-person as well, virtual events have exploded in popularity among marketers. There are no a plethora of online event platforms which enable marketers to create a unique digital marketing experience which can engage users over the internet.”

Experiential marketing is oftentimes known as:

  •  Direct Marketing
  •  Engagement Marketing
  •  Event Marketing
  •  Experience Marketing
  •  Experiential Marketing
  •  Field Marketing
  •  Immersive Marketing
  •  Involved Marketing
  •  Live Marketing
  •  Loyalty Marketing
  •  Multi-Sensory Marketing
  •  Real-Time Marketing
  •  Sensory Marketing
  •  Special Event Marketing

Why is experiential marketing so effective?

Experiential marketing is so effective because people remember experiences. People remember a tangible experience. 

Think about a normal, boring trip to the supermarket that can be changed by an exciting experience. And this exciting experience is what most advertising companies would want to be.

The experience usually includes an invitation to a physical interaction that offers the potential for fun, surprise, or adventure, all with the main goal of allowing customers to shape a brand image outside of the product they are apparently trying to sell. 

When interactive marketing activities are driven by events, it has nothing to do with the type of activity, such as concerts, festivals, conferences, etc.

Especially when the success of interactive marketing activities includes three key components: 

  1. customer engagement
  2. brand information
  3. long-term value display

The life experience and memory created by this activity can become a new customer. As an advocate of life and brand.

For this reason, more than half of all marketers have started investing in immersive experiences as they generate more long-term leads, sales, and loyalty than traditional marketing initiatives.

What are the main types of experiential marketing?

According to Send Pulse, “The 4 main types of experiential marketing are guerrilla marketing, brand activations, event marketing, and retail installations & pop-ups.”

  1. Guerrilla Marketing 

Guerrilla Marketing relies heavily on unconventional methods and often includes the effect of surprise, interactive emotions, risk, and provocativeness.

  1. Brand Activation

Brand activation involves an event or any other type of interaction that encourages customers to act.

  1. Event Marketing 

Entails a display, presentation, or themed exhibit to provide the audience with an unforgettable experience.

  1. Retail Installations

POP marketing is about a smart placement of products in retail stores that aims at their promotion.

1. Art Installations

With the rise of experiential marketing and the decline of traditional advertising, many businesses are finding new and innovative ways to reach their customers. One such way is through art installations.

Art installations are another form of experiential marketing. They can be an effective way to grab the attention of nearby consumers and appeal to their senses. They also serve as a reminder of the brand, as they are often showcased outside of stores.

2. Pop-Ups and Transformation

Pop-ups and Transformation are a form of experiential marketing.

Pop-ups are a form of experiential marketing that are temporary, where they are often designed to only last a few days to a few weeks. They are often used to give people a taste of what is to come and to promote a new product or service.

It is designed to change one’s perception of a brand, product, or service by changing your environment.

3. Live Spectator Events

The most obvious way to engage a large group of people is through an event. But these events can be costly, time-consuming, and difficult to execute. That’s where live spectator events come in that aim to engage consumers by making them feel like they are part of the experience.

4. AR and VR

Whether you’re a fan of VR or AR, the recent technological advancements in these fields are changing the way companies do business. Without the use of VR or AR, there is no way for advertisers to interact with their audience on a more personal level.

5. Virtual Experiential Marketing

Virtual experiential marketing has become a popular form of marketing, with companies using it as a way to get their brand in front of consumers without having to spend money on a large physical event. It’s an inexpensive way for companies to get their products in the hands of consumers and allow them to try the product before they buy it.

6. Advocacy

Advocacy is a form of experiential marketing. If you like a product, you should share it with your friends and family but also with people you don’t know. If you love a product, it’s your responsibility to shout it from the rooftops.

The simplest way to take part in advocacy is to post your love for a product on social media. It’s a great way to show a company you love them and the products they make.

7. Conventions, Seminars, and Conferences

Experiential marketing is a creative and effective way to increase brand awareness and strengthen customer loyalty. Businesses put their marketing dollars to work by making their customers feel like they are part of the company. These events can come in many different formats, but they are all geared towards the customer.

Experiential marketing is a creative and effective way to increase brand awareness and strengthen customer loyalty. Businesses put their marketing dollars to work by making their customers feel like they are part of the company. These events can come in many different formats, but they are all geared towards the customer.

8. Video Content

Video content is a form of experiential marketing. This is a type of marketing that relies on customers to be involved with the process instead of being passive. This is a great way to create lasting impressions and build a strong connection with potential and current customers.

Video content is a form of experiential marketing. This is a type of marketing that relies on customers to be involved with the process instead of being passive. This is a great way to create lasting impressions and build a strong connection with potential and current customers.

9. Digital Games and Applications

It’s no secret that the digital age has taken our world by storm, but did you know that it could be a form of experiential marketing that you’re not using? With the advancement of technology, digital games and applications have become a popular form of entertainment and education for children and adults alike. In fact, over 60% of children ages 6 to 18 play video games daily. This is an incredible opportunity for brand marketers to connect with the audience, who are always looking for new experiences.

The experiential marketing approach of digital games and applications can be leveraged in many ways. For example, in the game “Agar.io”, players are able to collect items as well as sell them.

10. Food Experiences

Hoping to bring some life to the subject of food and marketing, I was going to write about some of my favorite food experiences. However, I’ve been doing some research and I think that this form of marketing is not as relevant as it once was.

11. Challenges

Challenges, or experiential marketing, is a form of marketing where people must complete a task in order to receive a prize. This can be done with the help of a brand spokesperson or can be done by the organization the challenge is associated with.

One of the most well-known examples of a challenge is the ALS Ice Bucket Challenge. This challenge raised awareness and money for the ALS Association.

12. Social Media Contests

Social media contests are a form of experiential marketing. It’s a great way to get potential new customers because they get some type of reward for entering the contest. This is also a form of word-of-mouth marketing because the winners get to tell all their friends about the contest. This is a great way to build a client base and get new clients.

  • Event marketing
  • Experiential marketing tactics
  • Auto shows
  • Trade shows
  • Sponsorships
  • Test drives
  • Samplings
  • Kiosks
  • Games
  • Contests
  • Giveaways
  • Photobooths
  • In-person surveys
  • In-store experiences
  • Face-to-face marketing 

What are the benefits of experiential marketing?

The benefits of experiential marketing are seemingly endless.

Brands that use event marketing to create unique and engaging experiences are more likely to inspire curiosity and retain target audiences. 

Brands will benefit as long as customers are satisfied, and experimental marketing provides consumers with the fun they need to cultivate true brand loyalty-this is the secret to creating brand fighters who spread their favorite companies and products. 

According to McKinsey, “the most valuable benefit of this marketing strategy is how it promotes word of mouth; research by Google, Ogilvy, and McKinsey shows that consumers are more influenced by word of mouth when making purchase decisions than print, TV, film, and brand websites.”

Here are 8 benefits that I can think but there are many more. Leave a comment below if I have left any out that you can think of.

1. Personalized engagement.

One of the most attractive benefits of experiential marketing is personalized engagement. In this digital age, consumers are used to receiving tailored content for their preferences and interests. Your brand can use this to its advantage by connecting with its audience in ways that feel natural and tailored to them. This will fuel their interest and encourage them to buy from you.

2. Stronger connection between product and emotion.

In today’s society, people are bombarded with ads on every side. It is difficult to tell which ones are legitimate and worth your time. In order to stand out, companies are turning to experiential marketing, a marketing strategy that allows people to experience the product first-hand rather than just seeing a picture of it. Experiential marketing helps build a stronger connection between the product and the emotion it will evoke. This connection can mean greater success in the long run.

3. Creation of a positive touchpoint.

Many companies are taking the time to create a positive touchpoint for their customers in their marketing efforts. When people are more likely to feel good about a company, they are more likely to purchase from that company.

4. Social shareability.

Social media is a great way to advertise. And there are many benefits to experiential marketing. One of them is social shareability. Advertising on social media means that your business becomes a part of a larger community. And when you are a part of a community, people are more likely to share your business.

5. Increasing brand awareness.

As a business owner, you know that you need to do something to get your brand out there. You need to make it so that people can’t help but recognize your company and its products. One of the best ways to do that is to use experiential marketing.

6. Stronger brand loyalty.

It’s been said that “brand loyalty” is a thing of the past. We’ve seen an increase in the number of people who buy products based on price and rely on the community’s recommendations. Fortunately, there are many marketers out there who have realized that there’s a different way to get people to buy their products – in person.

7. Obtaining a stronger lead list.

In the era of digital marketing, experiential marketing is one of the few strategies that can still successfully build a stronger lead list. A company that is starting to explore experiential marketing could start out with something as simple as a booth at a local event, which will allow them to collect the names and addresses of potential leads.

8. Endless Possibilities.

Endless possibilities are a positive aspect of experiential marketing because as marketers we are only bound by our own mind, and thinking outside the box is often awarded.

“Fortune favors the bold”

Old Latin Proverb

Examples of Experiential Marketing

1. Kfc and Hip-hop Artist Jack Harlow

KFC is one of the most iconic fast-food restaurants in the world. They understand that as the world changes, so does marketing. KFC recently partnered with a hip-hop artist, Jack Harlow, to create a music video that celebrates his new album. The music video features KFC and Jack Harlow in an outdoor setting, which is a departure from the usual reality TV and social media content that they promote.

2. Tinder Pride Slide

Tinder Pride Slide is one good example of experiential marketing. Tinder, the dating app, has decided to create this slide for Pride Month to promote their app. This is a great way for Tinder to promote itself in an unconventional way. It also brings people together for an activity where they can have fun and enjoy each other’s company. Experiential marketing is a great way to get people to remember your company as it provides a memorable experience they are sure to enjoy.

Tinder Pride Slide is one good example of experiential marketing. Tinder, the dating app, has decided to create this slide for Pride Month to promote their app. This is a great way for Tinder to promote itself in an unconventional way.

3. Cheetos at SXSW

It can be hard to stand out when you’re surrounded by so many companies that are trying to get your attention, but Cheetos at SxSW is one good example of experiential marketing. With bright lights and a showy, 3-story tall wall of Cheetos, the stand is eye-catching and memorable. Cheetos is also offering a chance to win a car for people who are willing to share their experiences at SXSW.

4. The Peacock Playground at SXSW

In the modern age, it seems that the majority of promotional efforts are virtual. Businesses are spending more money on digital marketing and advertising than ever before, but this is not the only way to get a message across. There are many different ways to advertise a product, one of the most effective being experiential marketing. This is where a business brings its product to the consumer in an interactive way.

5. Jetblue and the Ultimate Ice Breaker

According to Magnificent, “What could be better than promoting new direct flights from New York to Palm Springs than in the dead of winter in New York.  JetBlue in partnership with the Greater Palm Springs Convention & Visitors Bureau enticed New Yorkers for a warmer weather destination by placing summer accessories inside an ice block and challenging them to use whatever they had on them to chip away at the ice and the prize was theirs. This unique gamification provided valuable prizes like free tickets to Palm Springs, golf clubs, and beach attire.  JetBlue didn’t stop there.  They added a social media campaign and lots of brand engagement that resulted in great online buzz for the Palm Springs CVB and JetBlue.”

6. Immersive Experiences with Spatial

Immersive experiences with Spatial are one good example of experiential marketing. The company uses augmented reality to create a 3D experience for its clients to try. This is a great way to make a lasting impression on the customer.

7. “Slider Lover’s Point” at White Castle

According to Marketing Dive, “With many people seeking reminders of happier days, White Castle is providing Valentine’s Day experience that does so while helping to distinguish its brand. The company’s Valentine’s Day tradition started as a joke 30 years ago at a handful of restaurants that transformed their dining rooms into upscale restaurants with tablecloths, hostess seating, and wait for service.

How do you get started on your own experiential marketing campaign?

When you get started with an experiential marketing campaign, Digital Marketer has this to say about it, 

“Just like with any marketing campaign, the first step is getting to know your customer avatar. What does your customer want to experience from your event, restaurant, or store?” – Digital Marketer

1. Research & Plan

2. Study target audience

3. Set realistic goals

4. Decide service to offer

5. Target the human senses

6. Find the audience

7. Create a unique experience

8. Analytics

How do you plan an experiential marketing campaign?

1. Look at Your Customer Base.

2. Solidify Your Goals.

3. Identify KPIs.

4. Create a Budget.

5. Implement a cross-channel marketing plan.

6. Social Media Engagement.

7. Bring Your Brand Ambassadors.

8. Live Streaming.

9. Creating an Immersive Experience.

Use experiential marketing to elevate your brand and retain loyal customers.

In today’s world, consumers have more options than ever before. With so many options, it can be difficult to find the motivation to commit to a brand, especially when they are already loyal to the competition. 

Experiential marketing is a powerful way to create a lasting emotional connection with your customers that seems to become unforgettable.

And these relationships are very profitable for the company because a loyal customer will be with you until the end!

Trends in experiential marketing (2022)

1. Hybrid experiential marketing events will continue to grow and improve.

2. Sustainability, transparency, and brand values will become more important.

3. Brands will experiment more with the metaverse concept and other interactive technology.

4. Flexibility and safety will remain essential.

5. Influencer marketing will continue to increase.

How do you keep an effective experiential marketing branding strategy?

1. Customer Experience Audit – 

Measure the current experience of the brand. Ask yourself (1) if your proposition is clear, (2) if the people behave in ways that deliver the brand’s promise, (3) if the processes create value, and (4) if the products are differentiated and valuable to target customers.

2. Creating Brand Platforms – 

Have your brand portfolio work together to portray brand personality visually and verbally. Many of your touchpoints already count. However, you must improve them to get them to deliver your brand’s promise.

3. Customer Experience Design – 

Create clarity around brand positioning and values. Thus, you can design experiences that are consistently aligned with your target customers’ values as well.

4. Communicating the Brand Internally – 

Communicate your designed experience to your internal people. In this way, your organization will have a shared vision.

5. Communicating the Brand Externally – 

In this step, you have to communicate your brand externally by not just visual and auditory cues. You have to let your customers have unique and shareable experiences.

6. Continuing Management, Audits, and Redefinition – 

Lastly, you have to make sure management efforts are coordinated with those in the field. Also, there should be regular audits and measurements to keep you abreast of your customer experience and how you can improve them.

18 Experiential Marketing statistics in 2022.

  1.  65% of brands claim that their experimental marketing efforts will lead to direct sales.
  1.  In a Q2 2021 report, only 42% of virtual event attendees reported making it through the event in its entirety.
  1.  75% of B2C marketers said that in-person events are crucial for their brand’s success. – Agency AE
  1.  81% of brands believe their event and experiential budgets will match or exceed their pre-pandemic budget. ~EventTrack 2021
  1.  Experiential marketing now ranks as one of the top five marketing strategies companies currently leverage. ~HubSpot
  1.  91% of consumers reported that they would be more inclined to purchase the brand’s product or service after participating in a brand activation or experience, and 40% felt they become more loyal to the brand. ~EventTrack 2021
  1.  52.9% of event marketers find it challenging to create memorable and engaging experiences for virtual attendees compared to in-person events.
  2.  In 2021, 20% of event organizers reported planning online-only events; that number decreased to less than 5% for 2022.
  1.   63% of event planners expect to utilize a hybrid event format in the future.
  1. 79% of millennials feel that going to live events with family and friends helps deepen their relationships.
  1.  30% of millennials say they met someone at a live event that became a good friend.
  1. Millennials cherish time spent out and about with loved ones: 69% of millennials feel the time spent out with friends and family is more valuable than nights at home.
  1. Experiences create irreplaceable memories: 77% say some of the best memories of their life have been made at live events.
  1. 15. Events are bonding experiences: 79% of millennials feel that going to live events with family and friends helps deepen their relationships. In fact, 30% of millennials say they met someone at a live event that became a good friend.
  2. 68% of B2B marketers and 63% of B2C marketers reported that they hosted live, in-person events in the last six months (July – December 2021), and 81% plan to host live events in 2022. – Agency AE
  1. Millennials gain a sense of community via events: 69% of millennials believe attending

events makes them feel more connected to other people, the community, and the world.

  1. Nearly All Consumers Create Digital or Social Content at Events and Experiences. 98% OF CONSUMERS – Event Marketer
  1. 67% of consumers don’t show up for low-cost or free virtual events. ~Experiential Trends

19. Nearly 75% of consumers say that meaningful interaction with a brand will make them more inclined to purchase its services or products, experiential marketing is a part of the marketing world, and brands must use it.

Conclusion

Experiential Marketing is a marketing strategy that directly engages consumers and invites and encourages them to participate in brand development or brand experience.

Rather than promoting a specific product to a passive audience, experimental marketing is about actively engaging customers in brand identity and core values. 

Experimental marketing offers brands the opportunity to engage consumers in an event or experience in the hopes that this will foster future brand loyalty or promotion. 

Beyond direct marketing, experimental marketing also provides a way to dramatically increase brand awareness and awareness, either by turning your audience into brand ambassadors or by enticing visitors to share their experiences on social media.

Experiential marketing is here to stay. After Covid-19, Russia’s war against Ukraine, and near economic collapse, it is evident that experiential marketing will not go anywhere. 

A lot of events might remain to utilize hybrid events where a lot of attendees stay at home,  but after the chaos in the world subsides, experiential marketing campaigns will be back to full force.

People will forever long for experiences and the younger generation will clearly rather spend on an experience than something tangible.

Thanks,

Josh Simi 

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Linkedin

References:

Event Marketer: https://www.eventmarketer.com/wp-content/uploads/2016/05/2016EventTrackExecSummary.pdf

McKinsey: https://www.mckinsey.com/industries/private-equity-and-principal-investors/our-insights/cashing-in-on-the-us-experience-economy


Digital Marketer:

Google

https://google.com

B9 Models:

LimeLight Platform

https://www.limelightplatform.com/blog/what-is-experiential-marketing

Treasure Data

Bizzabo:

MC-2:

NG Data:

https://www.ngdata.com/what-is-experiential-marketing/

Kelton Global:

Single Grain:

Optimizely:

https://www.optimizely.com/optimization-glossary/experiential-marketing/

Entertainment Atlas Facebook 

https://www.facebook.com/EntertainmentAltlas/

Send Pulse

https://sendpulse.com/support/glossary/experiential-marketing

G-2 

https://www.g2.com/articles/experiential-marketing

B9 Models

Facebook

https://facebook.com/letsrankwebdesign

Linkedin

https://linkedin.com/in/letsrankseo

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