What Is Experiential Marketing?

Experiential marketing is a key approach for achieving marketing objectives. The experiential marketing approach is focussed on a two-way interaction in real-time, a live brand experience and thereby a significantly deeper consumer bonding process. Live brand experiences usually manifest in the form of live events that allow the consumer to live, breathe and feel the brand through interactive sensory connections and activities. The activities are usually designed to add value to target audiences in their own environments, during their natural existence. However, live brand experiences are simply live, two-way branded experiences, and can be equally successful across many interactive technologies and platforms that facilitate communication between consumers and brands in real time. For example, consumers can participate in live brand experiences on TV where the shows’ content is fluid, and they participate in it and contribute to it in real time. Likewise, a live brand experience can be activated online in a virtual world such as second life. It is my recommendation for marketers to place live brand experiences at the core of their marketing communications strategies. This approach is also detailed in my recent book ‘Experiential Marketing’.

But live brand experiences are rarely done alone and the sophisticated marketing executive will integrate them with the rest of their marketing efforts utilising a broad array of channels.
Experiential marketing is the process of identifying and satisfying customer needs and aspirations, profitably, engaging them through two-way communications that bring brand personalities to life and add value to the target audience

Experiential marketing is an integrated methodology, always engaging target audiences at their will through brand relevant communications that add value.
The experiential marketing campaign is built around one big idea that should involve two-way communication between the brand and the target audience in real time, therefore featuring a live brand experience at its core.
The other marketing communications channels that are selected and integrated are the amplification channels, which amplify the impact of the big idea (the live brand experience).

Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give back. The relationships between brands and their target audiences are being revolutionised. The new marketing era, the experiential marketing era, focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives, and ultimately makes the consumer remember the brand’s marketing (not because it shouted the loudest, but because it gave them an unforgettable experience). Experiential marketing is a methodology that is fast revolutionising the face of marketing as we know it. My recent book, ‘Experiential Marketing’ is a practical guide to experiential marketing, and by applying the experiential methodology to their marketing communications agency, readers will find that their consumers will become brand advocates and even brand evangelists, who give personal recommendations; ultimately doing the most important marketing for them. In summary, Experiential marketing is the process of identifying and satisfying customer needs and aspirations,publicity stunts, profitably, engaging them through two-way communications that bring brand personalities to life and add value to the target audience