Experiential marketing has elements of both traditional and digital marketing. However, it attracts multiple senses and not just visual stimulation. As the go-to marketing strategy for today's brand, it taps into positive brand association. Learn more about this in our article.
As per the recently published report of Business Research, the global market
size of experiential marketing might hit the milestone of USD
63.162 billion by 2030. With the changing advertising landscape, today's companies want
to connect with their audience in a more fun and interactive way. Gone are the days when brands
used to be super formal and serious.
Companies nowadays are promoting their products and services, trying to engage the audience.
This blog delves into the concept of what is experiential
marketing and it discusses the various aspects of this marketing strategy that is
gaining slow but steady popularity.
How it works
Experiential marketing attracts audiences by influencing their emotions and giving them a chance
to book a demo or use a test product to understand the pros and cons of the actual product.
When customers feel involved in such events, they become loyal and paid users and amplify the
products and services of that particular brand. Experiential marketing campaigns offer a unique
experience to the users by making them feel like active users and not just passive receptors of
the brand's products.
Whether it is a virtual event or a pop-in store, experiential marketing events are all about
creating memorable moments.
Brand Connection
Personalisation lies at the heart of marketing. Drawing from the approach 'No size fits all',
brand activation connects with the users through a more personalized strategy than just
displaying the products on the shelf.
Product Awareness
Through fun and engaging event marketing, you can make your product accessible to a wider
audience and also enable them to get a first-hand experience of what it might be like to use the
product on a regular basis. Propel
marketing services will help you in this case by providing the necessary details about
what worked and what did not for your campaign.
In-store Events
Pop-up shops and such events create brand awareness through product demonstrations. The chief
aim is to give the consumers a chance to interact with the product and get an idea about the
problem that the brand is trying to solve.
Guerilla Marketing
These are unconventional marketing campaigns and events that gain people's attention and
encourage them to participate in fun and engaging activities that they are not prepared for.
This is beneficial when the audience fulfills the challenge thrown by the brand and gets
introduced to the product.
Red Bull
Perhaps the most historical advertisement, this experiential campaign from Red Bull in 2012
featured Felix Baumgartner, an Austrian skydiver who experienced a free-fall from the
stratosphere in a large helium balloon. The marketing event reiterated the slogan "Red Bull
gives you wings" as it conveyed the message as it garnered more than 15M views on YouTube.
Sensodyne
The 2017 Sensodyne #SensitivityTest experiential campaign conducted in New Zealand and Australia
created quite a buzz in social media. The company offered free ice creams to the public so that
they could find out if they suffered from sensitive teeth. This led customers to know more about
the product and themselves as well.
Spotify
The Spotify Wrapped experience in December 2020 shared personalized music recommendations and
also allowed users to look back at what they have enjoyed listening to throughout the year. This
personalized year-end summary led to a lot of interactive activities on social media. The
campaign became a huge success and also influenced other brands who came up with similar
ventures.
Volkswagen
The Piano Staircase initiative by Volkswagen in Stockholm is a unique approach to making
consumers do difficult things wrapped in fun. By installing a huge piano in the Stockholm subway
staircase, the company subtly encouraged people to take the stairs. People enjoyed climbing up
the stairs as mellifluous tones came through every step of the piano keys.
Coca Cola
Spreading the message of love and brotherhood, Coca-Cola came up with its excellent campaign
idea where it installed high-tech vending machines in South East Asia. Users could connect
visually, waving and smiling at each other. The machine rewarded the participants with a free
Coca-Cola can on the completion of the interaction.
Warner Bros Pictures
To promote the much-awaited Barbie movie, Warner Bros created a selfie generator using
artificial intelligence. Movie-goers visited the BarbieSelfie.ai website where they uploaded their selfies
and became instant icons. The marketing campaign was an instant hit as it welcomed its audience
into the fantasy world of Barbie through a fun assignment.
Ikea
The brand that thrives on practicality and aesthetic furniture, Ikea launched its Sleepover
Experience where customers were given a store visit and complimentary breakfast. The campaign
intelligently promoted the brand's latest furniture and accessories and also reinforced the
company's identity which is all about providing comfortable and pleasant customer experiences.
Airbnb
In a collaboration with the Louvre Museum in Paris, the brand came up with “The Airbnb Night At
The Louvre” in 2019. This experiential campaign was created to offer a unique and unforgettable
experience to two lucky winners who were rewarded with a private museum tour and an overnight
stay within the iconic Louvre glass pyramid.
KFC
The KFC Hot Tub Experience in 2019 in Japan was an attempt to promote the company's iconic fried
chicken product while adding a bit of fun and uniqueness to the customer experience. The
campaign featured a hot tub where customers were offered refreshments while enjoying the
memorable experience.
Pret A Manger
This iconic British franchise has opened its branches in Asia as well. One of the favorite
brands in the West, the company, to launch its new coffee range, served free samples of white
coffee to users which worked well for data collection. The campaign could have yielded better
results if there would have been a tracking system in place.
Things to keep in mind while leveraging experiential marketing
Experiential marketing has elements of both traditional and digital marketing. However, it
attracts multiple senses and not just visual stimulation. It attempts to promote a positive
sentiment surrounding the product or the brand and does not only focus on getting the sales
done. The go-to marketing strategy for today's brand, this form of marketing taps into positive
brand association.
Now that you know what is experiential marketing, it is time to infuse it into your
marketing campaigns and execute it successfully. Partner with Propel and avail of Propel
marketing services so that you can get detailed reports on your marketing campaigns and
fine-tune them based on its data-backed analysis.
Propel
marketing services. From insightful information to value-driven data, Propel is the
perfect storehouse for all your marketing needs.
Keywords - experiential marketing, marketing strategies, customer retention,
customer engagement, marketing automation, automated marketing services in US
Here are few more good reads for you to explore.
Only important news and sales. Never spam.