What is experiential marketing?

Remember M&M’s flavour room campaign? Or Coca-Cola’s VR experience? As a consumer, when you immerse yourself in a brand’s campaign more than just buying their products or services, you’re basically a part of the brand’s experiential marketing strategy!

It is a smart decision to centre your campaign on experiential marketing. It promotes personalised engagement, emotional connection with the product as well as the brand’s identity. Consumers absolutely adore positive touchpoints, they love knowing the process of how their favourite product comes together. There is no better way to get loyal customers than by finding an emotional connection between them and the brand. Even though this type of marketing sounds perfect for a brand, it can be really complex to execute. From ideation to implementation, there are many things to take into consideration.

Look out for what worked and what did not work for your target audience, make lists and lots of them! It also helps if you know the city’s most crowded streets or locations, what better way to reach out to a larger audience right? 

Know your way to the consumer’s senses and it will lead you right to their heart. But adding too many elements might damage the authenticity of your campaign. 

Having an element of surprise will keep your consumers/ viewers hooked till the very end of the campaign, but that’s not enough to get the attention, the campaign needs to be interactive from the start to the end. You can do that by bringing out the “fun” side of the brand, full of quirk and humour. Making sure that all aspects of the campaign are accessible to your target audience is a plus.

Also known as engagement marketing, experiential marketing is the trickiest yet most eye-catching way of marketing. It’d be great if you have a strong team and are involving more creators in the process. It not only makes the campaign bigger, but it also makes it memorable and enhances the whole experience for the consumers.

Lastly, try staying away from the cliches, (spin the wheel, free samples, one-minute challenges and whatnot) it takes one “out of the box” idea to get your consumers to go gaga over your brand!