What is Experiential Marketing (Types and Benefits)
September 6, 2021 Sanjay Dabhoya

Marketing is one vital skill human beings are created for living, which cannot be avoided or ignored. Marketing products, goods, and services is an example of this, which can be found anywhere.

First of all, a person should know what is experiential marketing is so that marketing personnel can apply it more effectively and gain more profit.

Limitation not applicable to learning; a person should not learn just what is experimental marketing only. Moreover, a person should learn experiential marketing types and their fundamental components for better usage. Experiential marketing is not with traditional marketing; it has specific tools and software to reach an audience.

The most vital things of using experiential marketing benefits from a general point of view are:

  • Experiential Marketing urges customers to interact emotionally and physically with the brand, or a specific product promotes the company’s message and values
  • Experiential Marketing helps establish a connection with a partner brand/product or way of life.
  • With a branded hashtag, you may receive mainstream media exposure and social media mentions via Experiential Marketing.
  • Experiential Marketing helps develop long-term ties with participants through digital exchanges that occur beyond the physical encounter


What is Experimental Marketing?

Experiential marketing is an advertising approach that focuses on assisting customers in experiencing a brand. It differs from traditional methods that broadcast brand and product advantages to a large audience.

Experiential marketing, often known as engagement marketing, is a collection of marketing tactics to immerse customers in the product by engaging them in as many ways as possible.

Companies that use this technique ultimately seek to assist customers in creating lasting, emotional connections with a brand to encourage customer loyalty and increase client lifetime value (CLV).


Image Source: Agency EA


Types of Experimental Marketing Strategies

The experiential marketing types have a lot of variety like product showcase, brand activation, and immersive experiences, yet this article covers the essential portion which are:

    1. Mega Events: Some events are designed to draw celebrities, industry influencers, possible partners, and media attention. They include speakers, VIP visitors, demos, parties, prizes, and entertainment over many days or across multiple venues. Events-within-events can be created using platforms, booths, tents, and tables.
    2. Guerilla Campaigns: Guerilla marketing, also known as street-level marketing, involves sending many brand ambassadors into the public on a mission, usually with free samples, leaflets, or some other sort of value proposition. The events can be held in collaboration with a retail partner, at a festival, in a park, outside a public transport station, shopping mall, or in nightclubs.
    3. Pop-Up Shops: Whether it’s a toy store outside a subway station, a perfume tent in the park, or a food booth set up in a previously unoccupied space, pop-ups are all the rage these days. Pop-ups enable merchants to demonstrate, educate, “wow” with technology, and sell directly on the spot.
    4. Rewards or offers on special events: These can be one of the most strategic times to spread your brand names. On special occasions or any events, you can reward your loyal customers or provide them with any particular treatment to showcase your thanks to them and create a place in their minds so that they can turn around to think of you again while searching for the same goods and services. The action may encourage others to reach new levels of expenditure, be it early or late purchasing. You can also offer entertainment methods or an offer to a theatre or restaurant.


Also read: The Ultimate Guide For Local Marketing Strategies [Drive More Sales]


What are experiential Marketing benefits?

Experiential Marketing has a plethora of advantages of the offer in the market, which can aid in making a place for you and getting ahead of your competitors.

With so many experiential marketing types and now it’s time to see some of the vital points from experimental marketing and these are:

1. To Build Brand Awareness

The primary reason why firms engage in marketing in the first place is to raise brand recognition. Experiential marketing is one of the best experiential marketing benefits.

They want more customers to be aware of them. You may argue that this can be accomplished through traditional and digital marketing, but those tactics do not give customers the experience of experiential marketing.

This technique helps you to inform your target audience about the items you’re offering. You may use this to show how your product addresses a problem.

For example, Mailchimp can run an experiential marketing campaign to show an excellent integrated marketing platform.

Needless to say but iNecta can do the same and demonstrate why it has the most delicate food ERP software.

Canva demonstrates that their platform is also used to generate excellent images.

Brand recognition is directly proportional to loyalty, and thus, good brand recognition directly leads to loyalty, thus escalating your sales.

Brand recognition helps showcase the face of your company, and people recognize you via your brand name. You can boost your sales without spending a dime on sales tools such as a predictive dialer, CRM systems, or any fashionable marketing strategy such as influencer marketing.


2. To Reach Right Audience

People love old marketing methods.

For example, television advertisements are broadcast without the viewers’ permission. The same is valid for digital marketing advertising.

Businesses can follow your internet behavior and produce pop-up advertising for you due to a lack of cybersecurity and privacy. Try looking for a product online and seeing it appear on every page you visit.

However, when it comes to experiential marketing, it does none of these things.

In reality, individuals are the ones who come to the businesses in most experiential marketing initiatives. They are the ones that sign up and want to have an experience.


3. Boosts Brand Loyalty

Experimental Marketing technique accomplishes the same aim as loyalty marketing. On the other hand, if this campaign is properly, then this client brand loyalty increases. But to acquire brand loyalty via experiential marketing, you don’t need loyalty programs or prizes; you may do so simply by showcasing what your firm stands for.

If you want to express support for a political, social, or national problem, you can show it by hosting an event that also functions as your marketing campaign.

When clients know what you stand for and what you believe in, this typically promotes brand loyalty. It makes customers know that they’re doing business with the right folks.


“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”


4. Additional tools for Marketing

Experience marketing has several advantages that continue beyond the campaign’s length. So if you videotape the event, you will have extra marketing content to use in video marketing.

It’s not uncommon for significant businesses to run this type of campaign. They document and emphasize the public’s sharing the video with anyone who couldn’t attend the campaign in person.


5. It Brings Out a Positive Image

When consumers appreciate and adore your experiential marketing, it reflects well on your company. When done correctly, it puts your consumers in a good attitude. They are curious, eager, and joyful, all of which boost consumer engagement.

If it is their first experience with your brand, it will leave an indelible impression. Because, as we all know, first impressions are crucial.


6. To take ROI efficiently

Experiential marketing draws people to businesses, raises awareness, produces leads, enhances sales, and promotes brand loyalty, contributing to growth.

ROI is critical for every organization; therefore, we can claim that experiential marketing benefits are safe to invest in as soon as needed.


Wrapping Up

With the help of experimental marketing tools, anyone can bring good customer relationships that can long last forever.

But it is not an easy task either, so you have to focus on experimental marketing very carefully to achieve success in your respective business. When assessing your alternatives, you must evaluate the benefits and drawbacks.


Categories : Digital Marketing

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Anupam Bhagat


Anupam Bhagat is an SEO executive at Solwin Infotech. He likes to share his best practical knowledge about SEO, SMO techniques, and strategies that generate result-oriented leads, traffic, and sales for business websites. In his spare time, he loves to read about WordPress, SEO, and Marketing.

Read more posts by Anupam Bhagat

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