When I mention experiential marketing to my friends they have lots of questions:
"How does it work?"
"Can it work for any company?"
"Have you got any examples?"
"Can I get some free stuff?"
For those that haven't been paying attention here is a recap.
How does it work?
Experiential marketing connects audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters. Interactive communication rather than passive persuasion has proven to be a valuable element in building and maintaining brand relationships among customers that drive the brand’s image and value. It ignites the five senses of sight, smell, touch, taste and sound to leave a lasting brand recall.
Can it work for any company?
Experiential marketing can work for any company with a story to be told. It is part of the marketing mix and when combined within the overall advertising strategy it is proven to increase brand recall and understanding.
Have you got any examples?
Below are some great examples of experiential marketing demonstrating not only the variety of circumstances where it can be applied but also the impact a little bit of lateral thinking can provide.
• Charmin – Potty Palooza
Experiential Campaign for toilet roll in luxurious surroundings
• Daimler-Chrysler - Camp Jeep
Opportunity for Jeep owners to test their cars and themselves.
• Innocent – Fruitstock
A traditional-style summer fête based around the brand.
• Zurich Insurance
Friday 13th campaign for Insurance
Can I get some free stuff?
No. You can't. Stop asking.
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In the old days when people wanted to sell something they went where the people were.... The county fair, the town square. The crowds are still around at special events, trade shows, sporting events and other places .... Experiential marketing trumps spam and for sure advertisements people just fast forward through!
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