Experiential Marketing typically refers to an interactive way whereby consumers can interact with brands in a manner that creates a personalized and memorable experience. Also referred to as “engagement marketing”, “event marketing”, or “participation marketing”, Experiential Marketing often relies on a live event whereby the host can engage directly with its consumers – drawing on multiple senses and emotions to dramatically stimulate a memorable life experience with their fan or customer base.

As a communication philosophy, experiential marketing aims to move beyond traditional “feature and benefit” marketing, that has past focused on mass communication techniques that often go to a wide audience that may not be universally relevant to receive the message. Experiential Marketing presents an experience that your customers can choose to attend and participate in, ultimately engaging them in a dialogue and two-way cooperative interaction that heightens the quality and reception level of brand exposure.

Experiential Marketing means generating personal experiences that help people better connect to a brand, allowing them to make meaningful and informed purchasing decisions. It’s the difference between telling people about the unique features of a product or service, or letting them experience the benefits first hand.

While Experiential Marketing can create lasting associations with your brand and product offerings, it also opens up new consumer data for market research that was not always previously accessible. Through interactive events, you get to experience first hand how a consumer reacts to your brand and messaging, and how they interact with your product after making the equivalent of a purchasing decision. The foundation of experiential marketing is connected meaning and relevance, and being able to immediately measure that brand experience to improve and expand upon future horizons.


How can your organization use Experiential Marketing to stimulate lasting memorable experiences with your consumer base?