The field of experiential marketing is growing by leaps and bounds. With strict regulations on advertising in many industries and channels, more companies are looking to experiential marketing as a viable alternative.
What is it?
Experiential marketing is a means of promoting products, services and brand awareness through events, rather than traditional media channels. The term “experiential” refers to the multi-sensory nature of the marketing experience: sight, sound, touch, taste and smell.
It provides consumers with an opportunity to experience a brand or product through a variety of stimuli. In other words: touch and feel. A key component of experiential marketing professional toronto is, of course, the use of branded environments and props to maximize brand recognition.
How it works
When it comes to experiential marketing, “location is everything” – the factors that influence a consumer’s decision are determined by what they see and hear, feel and taste. The consumer’s decision is based on the information he or she perceives and how it all relates to that particular product, service, brand or event.
The goal of an experiential marketing campaign is to create a positive impression of your product or brand in the consumer’s mind. Experiential marketing can establish a strong relationship between your target consumer and your brand. Experiences have a deeper impression than advertising alone.
What does an experiential marketer do?
Experiential marketing requires a skill set that combines elements of event production, marketing, public relations and advertising. The task can be quite complex when coordinating the myriad of elements that come together at an event or campaign launch.
Experiential marketers are often part of a creative team that handles the design and production aspects of an engagement. They are also responsible for the preliminary planning, production and launch of an engagement. Some may have an office or department that performs all of these tasks in-house; others may rely on outside vendors.
The individual’s role will all depend on the size of the organization and the scope of the engagement. The task can be very complex when coordinating a campaign across a large number of personalities and activities, as well as coordinating all aspects involved in event production – from creating art installations to musicians to food preparation to photography.
Experiential marketing campaigns are often about creating an experience for the consumer and can include:
- A launch or special event
- An interactive installation – anything from a branded game to a multi-sensory display to a simple branded environment.
One of the biggest trends right now is the creation of experiential installations involving social media and interactivity with digital technology. From QR codes to augmented reality, experiential marketers are finding new ways to tie their marketing to consumer interaction with digital devices.