Serious brands are heavily investing in experiential marketing activity.

 

Now, if you’re new to this term, you might have come across terms like “field marketing”, “brand experience”, or none of them. Whatever term used to describe it, the technique has been used for decades to great effect, and there’s a reason why it’s not losing its power any time soon.

 

It is quite easy to see why experiential marketing is appealing. Recent studies have shown that respondents are 96% more likely to purchase a product after participating in a live branded event and 74% will have a more positive impression of the brand. That’s huge.

 

Experiential marketing, by definition, is concerned with inviting consumers to experience something real. It creates a closer bond between the brand and the consumer by immersing them in a fun and engaging experience. It pulls people into the brand and gets the consumer participating. With the growing number of radio and TV channels, and even newspapers, this technique provides the opportunity to reach out and touch the consumer in a way that even the internet, with ad and pop-up blocking, is finding difficult.

 

Great experiential marketing showcases to consumers what the brand stands for. Serious brands know that the feelings, attachments, and associations that come from these kinds of activations influence loyalty and purchase habits.

 

It is for this reason that a brand must ensure that its experiential marketing activities provide the consumer with a positive, memorable experience that will influence and encourage brand loyalty, and provide the consumer with an experience to share via social media to extend the reach of the experience beyond the attendees and the actual event.

 

A close look at the modern society reveals a constant need by people for stories to share with their friends, family, followers and whatnot. That means consumers value authentic, real experiences more than ever before.

As the digital world becomes more and more predominant in consumers’ lives, the need for physical experiences and engagement is also growing.

 

As consumers both increasingly appreciate the “here and now” and crave authentic experiences with brands, experiential marketing will become more important than ever before. Brand marketers must think of new and creative ways to interact with their consumers. This may involve livestreaming, meeting customers where they are, QR codes, VR, or brand partnerships. Regardless of which innovative activation you choose, it must encourage participants to share their experience with their network via social media. Supporting your tactics with a social sharing component expands your reach, allowing customers to tell others about you. As your consumers create a closer bond with your brand, you’ll be rewarded ten-fold.

 

 

If you give the consumer a memorable experience to talk about, you can be sure they will generate the content and wider audience for you! So, start planning your next experiential activity now and let’s get out there and make a memorable, lasting impression.