What is Experiential Marketing?
Clients frequently ask for us to define experiential or experience 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.
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.
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…