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Experiential Marketing: Definition, Strategies & Example

Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

How can companies take marketing to a whole new level and involve their customers? This lesson will explain experiential marketing and provide strategies and examples.

What Is Experiential Marketing?

Technology and social media has made it easier for companies to market to their consumer in some ways. However, these marketing tactics lack the connection and interaction that makes a lasting impression on a consumer.

Think about how many advertisements you see when surfing the Internet, billboards when you are driving, and commercials when you are watching television. How many of those advertisements could you recall right now? Chances are you probably cannot recall very many due to the amount of advertisements and lack of interaction.

Experiential marketing is marketing strategy that engages the consumer and creates real-life experience that will be remembered. This type of marketing focuses on getting the consumer to experience the brand.

For example, Jim's company sells EnergyX energy drinks. In order to get consumers to experience the product, they go to sporting events with a bright-colored truck and outgoing sales reps that hand out free EnergyX to the consumers leaving a sporting event. They also hand out coupons in order to entice the consumer to purchase the product in the future. This type of marketing allows the consumer to directly try the product and builds an experience that they will not forget.

We will now look at why experiential marketing is important for companies. We'll also explore strategies and another example.

Importance of Experiential Marketing

There are so many products and services out there that companies need to market in a way that will grab consumers' attention and stick in their minds. Experiential marketing provides a personal connection that allows consumers to remember the product or service. Experiential marketing is more than a billboard or advertisement. It appeals to the emotional side of the consumer.

Also, experiential marketing is typically a real-life event that the consumer can participate in. In the example of Jim's EnergyX, the consumer is able to experience the product. This type of marketing also appeals to the consumer on multiple levels and is very different from traditional marketing.

When Jim's team is handing out the energy drink, for example, the customer can see what it looks like, how it feels, and how it tastes. A commercial or billboard does not have this level of engagement. Lastly, consumers who experience a product or service are likely to share that experience on social media.

Strategies for Experiential Marketing

How can your company implement experiential marketing? Here are some strategies for using experiential marketing.

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