Experiential marketing, also known as engagement marketing, is a marketing strategy which tries to engage people to a particular activity. Accordingly, the activity here is more of an experience, a positive one. The aim is to develop closer bond or trust between the consumers and the brand through activities.
The trend of utilizing this strategy is, furthermore, skyrocketing. It becomes a big thing in no time since what companies try to aim is the emotional trust or emotional engagement. If companies own the engagement, analysts believe it is far more effective than mere Facebook ads.
OREO, for instance, has implemented this strategy. OREO turned a small garage in NYC into an “OREO Wonder Vault”. Similar to any vault, this wonder vault also has a circular door. Visitors may enter the vault by opening the door and experience the “wonder” and the company’s behind the scene. No spoiler.
This stunt, in addition, received various positive feedbacks from consumers. It succeeded to construct stronger bonds between the company and the consumers. More importantly, OREO proved that less money does not equal failed marketing. Instead, creativity and Midas’ touch are what is important in experiential marketing.
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Why Can Experiential Marketing be So Popular? What is the Prospect?
This technique gets a special place in consumers’ heart because it deals with something fundamental for every person. Emotions, logic, thinking, creativity, and others are the reasons of the success.
Compared to web ads etc., experiential marketing develops a strong bond. This bond, moreover, is a residue of a strong impression consumers might get when joining the activity. The resulted positivity turns into consumers’ trust which leads to engagement with the brands or products.
Although experiential marketing has existed since a long time ago, its popularity really skyrockets recently. Recently, there are talks all over the place discussing the future of experiential marketing. Many argue that this will be the future of marketing, replacing web ads and so forth.
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