What Is Experiential Marketing and Why Do You Need It?

Experiential marketing can be called other names – immersive marketing and engagement marketing among them – and can take many forms. But a crucial characteristic is it's a way to get customers (or potential customers) to connect with your products or services directly.

The concept of experiential marketing is built on a high-touch strategy that lets consumers interact with your brand. Just as consumers are increasingly placing value on in-store experiences, they're also connecting more effectively with marketing strategies that give them a chance to experience a product or service firsthand. 

Experiential marketing took a hit during the COVID-19 pandemic when many gatherings were cancelled or discouraged. Virtual events provided some form of connection but didn’t always pack quite the same punch for consumers.

With the return of in-person events, experiential marketing has made a comeback, and consumers are responding positively.

The Purpose and Benefits of Experiential Marketing

Successful businesses understand the need to engage customers online and offline.

Events and experiential programs create buzz and word of mouth, which can generate news coverage (and free publicity), strengthen brand loyalty, help cultivate brand ambassadors, and build mailing lists of potential customers.

With the return of in-person events, experiential marketing has made a comeback, and consumers are responding positively.

Experiential marketing is effective for several reasons:

• It reaches consumers where they are. Events and experiences target an audience that has chosen to be there, so the message is going to people who are already prepped and open to receive it. 
• It’s high-touch. Trying to break through the online noise is an advertising trope, but it’s true. Consumers are swamped with digital marketing messages, so something that touches them in the moment can connect more effectively and meaningfully.
• It's measurable. Measuring an ad's concrete results can be difficult, so the return on marketing spending is not always clear. In the case of an event, something as simple as collecting business cards for a door prize can give an instant gauge of how many people interacted. Additionally, any sales at the event itself are a clear cause-and-effect relationship.

Examples of Experiential Marketing

Experiential marketing can be as simple as handing out product samples or as complex as staging a multi-day user conference for thousands of attendees.

Types of experiential marketing include:

• Events: Sponsored or hosted affairs that can range from small, exclusive get togethers to large expositions.
• Experiences: Classes, demonstrations, games, or other activities that encourage participation. Pop-up retail experiences, either on their own or inside a larger store, are a popular option.
• Sampling: “Street teams” handing out samples in public places or kiosks distributing products at events.

Experiential Marketing Tips for Small Businesses

A small business can try experiential marketing tactics at a low cost.

• Connect with partners. Helping a local charity or community group's event can be a way to get close to your core audience without organizing an event yourself. Find an organization that matches your brand's social and charitable values. Handing out samples, contributing to gift bags, or placing a booth at their event can give your business a spotlight.
• Utilize social media. Promotion on social platforms can add legs to your experiential effort. Every person participating in an event is a potential social media brand ambassador. Something as simple as setting up a photo background to encourage guests to take selfies and tag your social media handles can extend the reach of your investment. Additionally, sending product samples to relevant social media influencers can help your brand gain valuable word-of-mouth marketing.
• Leverage your vendors. Many large companies have partner programs and opportunities for smaller brands to participate in their events. Setting up a table at a national organization’s trade show or sponsoring a panel at their conference can be a way for a small business to test the waters in experiential marketing without making a big-budget commitment.

The Takeaway

Experiential marketing can be an effective way to create buzz, brand loyalty, and engagement. Small businesses can benefit by finding event partners and leveraging relationships and social media marketing.

Photo: Getty Images