What is Experiential Marketing?
Clients frequently ask us “what is the meaning of experiential marketing?”. Experiential marketing, also known as engagement marketing, is a marketing strategy based on providing an exceptional customer experience. Wikipedia provides the following experiential definition: experience marketing directly engages consumers and invites and encourages them to participate in the evolution of a brand.
Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.
Consumer Engagement is when a brand and a consumer connect. Experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands.
Experiential marketing allows a consumer to experience a brand. Rather than a commercial, an ad, or a Tweet, experiential marketing embodies messaging that you can touch, feel, or view in a physical space. It’s an opportunity for consumers to interact with your brand in person, and while this tends to be event-centric, more traditional campaigns can also take an integrated approach that includes a tangible, offline experience. By adding experiential elements, a brand can enhance or complement their initiatives.
Why is experiential marketing Important?
Experiential marketing is more important today than ever. Why? Because organizations are focusing more and more on digital marketing and improving their brand visibility online, the practice of experiential marketing enhances brand recognition by providing a memorable experience. The more engaging and interactive the experience, the more memorable.
Experiential marketing combined with digital marketing provides synergy resulting in an overall better brand presence, recall and recognition. Experiential marketing is among the best methods to increase brand loyalty and consumer satisfaction. Two main reasons why experiential marketing is so important to an organization.
Want more information about the importance of experience marketing?
If you are interested in a more thorough discussion of why experience marketing is so important, you may wish to read Forbes article on “3 Reasons Why CMOs Should Embrace Experiential Marketing“.
Guest Experience: What Marketing Experience are You Delivering?
It’s one thing to say your what your brand represents, but it’s a whole lot better to show it. That is where Experiential Marketing (not experimental marketing) comes in. Webolutions has been practicing Experiential Marketing for our own business for over ten years and, it’s a key component of the market positioning work we do for clients. Our approach to Experiential Marketing is to define and develop customer experiences that will be N.U.D.E. because businesses that achieve high N.U.D.E ratings are highly successful at creating word of mouth buzz and referrals. N.U.D.E. customer experiences score highly on:
- Novelty: the degree to which your customer experience is truly unique
- Utility: the breadth of ways you can satisfy customer needs
- Dependability: the reliability of your customer experience
- Economy: the overall value
While most businesses believe that their success is due to their strong customer service, few provide truly unique and buzz-worthy experiences. These require detailed planning, development, and training which is where Webolutions can help. We assist clients to:
- Define meaningful customer experiences that support the brand positioning
- Develop tools and training to deliver dependable experiences
- Measure the impact of Experiential Marketing on customer satisfaction and other KPIs
At Webolutions we believe that businesses who deliver amazing customer experiences should never have to spend a dime on marketing because referrals could drive continuous growth. We’ve seen this in action and strive for that level of Experiential Marketing success with each and every client.
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Experiential Marketing Examples
The Webolutions’ blog provides many examples of experiential, or experience, marketing. Here are a few well known examples of companies that deliver an exceptional marketing experience.
If you have been fortunate enough to visit Disneyland, Walt Disney World or any other Disney theme park, you get it. Our own John Vachalek previously wrote about Disney as an Experience Marketing Example in 2009. A lot has changed since then… (click the title above to learn more)
Nike is one of those companies that really “gets it.” Let’s look at the integrated marketing basics of Nike. First of all, Nike has a very specific look to their ads…
Coca-Cola is consistently ranked as the most recognized brand in the world. As well, Diet Coke recently became the 2nd most globally consumed soft drink, beating out Pepsi.
Video Examples of Experiential Marketing
Youtube Video: Experiential marketing is the future of advertising | Layne Braunstein | TEDxFultonStreet
Youtube Video: Experiential Marketing Examples NEW