What is experiential marketing?

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Experiential marketing can help customers emotionally connect to a brand through unforgettable interactive events. This type of marketing strategy can not only increase brand awareness, but also boost profits. However, for it to work, it is important to clearly define objectives and metrics.

Experiential Marketing: Definition
Experiential marketing, also known as experience marketing, is a marketing strategy that appeals to customers directly through memorable and unique experiences . This is achieved, for example, through events. Similar to emotional branding , experiential marketing aims to create an emotional bond between customers and a brand or product in order to strengthen customer loyalty and increase the level of brand recognition . Increasing sales is only ultimately pursued.

That is, like social selling and unlike traditional methods, the main goal of physical therapist email database experiential marketing is not to sell products or promote a brand. Instead, it aims to generate positive emotions associated with a brand or product. The more creative, entertaining and unique an experiential marketing event is, the more likely customers are to want to use a product or learn more about the brand.

Experiential marketing is closely linked to the customer journey , which also focuses on positive customer experiences to strengthen their trust in a brand and encourage repeat purchases. Therefore, the customer journey mapping tool will also help in the development of an experiential marketing strategy.

Why is experiential marketing so effective?
Traditional marketing methods, where customers are just passive recipients, are becoming less and less effective due to, among other things, adblockers and ad-free streaming services. In contrast, experiential marketing allows brands to directly involve customers in their campaigns and thus develop a closer bond with them.

The fact that humans are emotional beings is the key to the success of experiential marketing: emotions are an important part of our experience and influence our behaviour and decisions. If a brand manages to attract customers based on a positive emotion, it is very likely that customers will not only buy its product but will also become loyal to it in the long term.

Experiential marketing is not a new discovery. In fact, it is a marketing strategy that has been used for a long time. However, recent global events, such as the COVID-19 pandemic, have had a major impact on its dramatic evolution. Likewise, the emergence of virtual reality and augmented reality have made possible new ways of applying this type of marketing, as consumers can participate in activities related to experiential marketing from the comfort of their own home. With all this, not only is an increase in sales achieved, but also an increase in the reach of a brand , as participants use social media to share their experience. Much like referral marketing , social media is used to gain new customers. Using experiential marketing can have the following associated advantages:

Increase the level of brand recognition
Strengthening customer loyalty
Increase the level of commitment
Increased virality on social media
Generate search traffic
Increase sales conversions