ex•pe•ri•en•tial mar•ket•ing
[ik-speer-ee-en-shuhl mahr-ki-ting]
Experiential marketing is the art of creating an experience where the result is an emotional connection to a person, brand, product or idea.
The name experiential marketing is relatively new however the fundamental concepts behind it are not. For decades activity such as field marketing, customer service, special events, product promotions, PR stunts and the like have engaged consumers and the public emotionally. However what has happened recently is the specialization of taking the fundamental concept of creating connection through a designed emotive experience.
TWO FEET IN THE SAND's Definition
“The process or technique of promoting a product or service … at strategically chosen public events or venues… by offering targeted customers an opportunity to interact and gain knowledge about the brand… through deep brand engagement and immersion …by direct observation or participation in events or activities in live and online experiences… resulting in an emotional connection, and lifetime memories… leading to increased awareness and sales of the product.”
TWO FEET IN THE SAND’s Top Ten Tips - Experiential Marketing
Importance of Experiential Marketing
- Consumers are faced with more choices.
- Environment becoming more competitive.
- Economic conditions are forcing marketers to invest in innovative marketing channels.
- Unique experiences link consumers directly to the brand.
- One-on-one interaction deepens relationships with target audiences.
St. Louis, Missouri
Tel: 636.391.2782
Fax: 636.220.4443
