“What consumers want are experiences… Memorable events that engage them in an inherently personal way”
Joe Pine, co-Author of The Experience EconomyExperiential marketing isn’t a term used often in small business circles, however it is something to consider when you want to get your brand out there with a bang!
Moving beyond traditional marketing boundaries, experiential marketing encourages consumers to interact directly with the product. For instance, last weekend my partner, son and I went shopping and found a Fisher Price train display outside Myer. Inside there were rooms dedicated to pre-school boys and girls, toddlers and babies, filled with age-appropriate Fisher Price products. There were plenty of Fisher Price staff on hand to explain how the toys worked and they even took free photos of the children ‘experiencing’ the products. My two-year-old succumbed to a marketing ploy!
“Experiential marketing offers the chance for people to touch and feel the brand and spread positive impressions about it in a powerful way, by word of mouth … Experiential marketing is an attractive proposition as consumers – particularly the young – appear to be less and less sensitive to traditional commercial messages in places where they expect to see them, such as on television.”
Marketing Week (UK)Experiential marketing connects consumers with brands in personal, relevant and memorable way by creating an environment that engages consumer completely. Strategies experiential marketers may use are:
- Live events
- Product sampling
- Viral (peer-to-peer) marketing
- Street teams
- PR Stunts