What Is Experiential Marketing?
Experiential marketing is also known as “Engagement Marketing”, “Event Marketing”, “Live Marketing”, “’Special Events” or “Participation Marketing” and is portrayed by a precisely alluring the customers to get involved and engage with a brand experience or evolution of a brand.
Experiential marketing varies greatly from viewing the customers as a passive receiver of the promotions and messages and rather build a way for customers to be profoundly associated in helping create marking programs and through this develop a deeper relationship with the brand. This leads to greater loyalty and more word of mouth promotions.
Customer Engagement is when customers engage with particular brands. It is ultimately defined by one on one live interactions which create customer association and memorable experiences.
Measuring Customer Engagement
Customer Engagement is an evaluation of to which extent the customers have significant brand knowledge when they are exposed to experiential marketing, television contact, commercial promotions, sponsorship, or other brand experiences. Engagement can be described as the surrounding ambiance which turns on customers to a particular brand idea.
Engagement is the ambiance through which brands are promoted in the ads, commercials, and experiential marketing campaigns. Program engagement is a measure to which extent customers recall details about content following exposure to advertising or a program.
Research shown by Jack Morton Worldwide states that 11 out of 14 customers prefer learning about new services and products by experiencing them in person or through word of mouth from family & friends. Clearly what people can see, touch, and try is still an incredibly effective marketing tool.
Offline Engagement Marketing Tools
While a lot of traditional television, radio, newspaper, and internet ads are little more than white noise for consumers a tangible experience is more exciting and memorable.
Event Management – Companies can create and develop events around their products which will create brand experiences and value to consumers. Common types of events for companies are press conferences, promotional events, and product launches.
Mobile Marketing Tours – A lot of brands choose to create one on one consumer engagement offerings in the form of custom branded buses, RV’s, or motor coaches which act like billboards to make their presence known. Successful mobile marketing campaigns are usually planned to coincide with large events.
Street Marketing – Street teams are becoming more and more common and are defined by including advertising for brands in places that consumers are not used to. This approach helps these brands emerge from the white noise of advertising by being noticed and remembered for being out of the ordinary.
Experiential Marketing Statistics That Will Change Our View