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What Is Experiential Marketing?

Technology and social media has made it easier for companies to market to their consumer in some
ways. However, these marketing tactics lack the connection and interaction that makes a lasting
impression on a consumer.
Think about how many advertisements you see when surfing the Internet, billboards when you are
driving, and commercials when you are watching television. How many of those advertisements
could you recall right now? Chances are you probably cannot recall very many due to the amount of
advertisements and lack of interaction.
Experiential marketing is marketing strategy that engages the consumer and creates real-life
experience that will be remembered. This type of marketing focuses on getting the consumer to
experience the brand.
For example, Jim's company sells EnergyX energy drinks. In order to get consumers to experience
the product, they go to sporting events with a bright-colored truck and outgoing sales reps that hand
out free EnergyX to the consumers leaving a sporting event. They also hand out coupons in order to
entice the consumer to purchase the product in the future. This type of marketing allows the
consumer to directly try the product and builds an experience that they will not forget.

Engagement marketing, sometimes called "experiential marketing", "event


marketing", "on-ground marketing", "live marketing", "participation marketing",
"Loyalty Marketing", or "special events" is a marketing strategy that directly
engages consumers and invites and encourages them to participate in the evolution of
a brand or a brand experience. Rather than looking at consumers as passive receivers
of messages, engagement marketers believe that consumers should be actively
involved in the production and co-creation of marketing programs, developing a
relationship with the brand.
Consumer engagement is when a brand and a consumer connect. According to Brad
Nierenberg, experiential marketing is the live, one-on-one interactions that allow
consumers to create connections with brands.[1] Consumers will continue to seek and
demand one-on-one, shareable interaction with a brand.[2]

Engagement measures the extent to which a consumer has a meaningful brand


experience when exposed to commercial advertising, sponsorship, television contact, or
other experience. In March 2006 the Advertising Research Foundation (ARF) defined
Engagement as "turning on a prospect to a brand idea enhanced by the surrounding
context".[12] The ARF has also defined the function whereby engagement impacts a

brand:
According to a study by Jack Morton Worldwide, 11 out of 14 consumers reported
preferring to learn about new products and services by experiencing them personally or
hearing about them from an acquaintance.[13] Meanwhile, a report by The Event Marketing
Institute and Mosaic found that 74% of consumers say that engaging with branded event
marketing experiences makes them more likely to buy the products being promoted. [14]
Engagement is complex because a variety of exposure and relationship factors affect
engagement, making simplified rankings misleading.[15] Typically, engagement with a
medium often differs from engagement with advertising, according to an analysis
conducted by the Magazine Publishers of America.
Related to this notion is the term program engagement, which is the extent to which
consumers recall specific content after exposure to a program and advertising. Starting in
2006 U.S. broadcast networks began guaranteeing specific levels of program engagement
to large corporate advertisers.[16]

what is experiential marketing?


Experiential marketing is all about direct engagement with consumers and
creatively interacting with them in a memorable way. It’s also known as
engagement marketing, live marketing or participation marketing, and is
often lumped into event marketing—even if it’s a far-cry away from
traditional conferences.

Though some experiential strategies involve live events as we typically think


of them, others can be one-off installations that only last for a few hours.
Whatever the format may be, experiential marketing has proven to
boost event ROI and is a crucial strategy for marketing executives. To offer a
better sense of how this tactic can make an impact, check out this list of 20
outstanding examples of experiential marketing.

Disney is the expert at this. Take their parks as the best example. Your experience begins
while standing in line. You enjoy a ride and exit into a gift shop. Cinderella's castle is the
centerpiece of the park and opening for their movies. Now the rides are becoming
movies. First Pirates of the Caribean and next Jungle Cruise. Even their stores have a
similar feel to those in Disney World or Disneyland.
Last Month, I visited Mumbai where one of the giant statue of mosquito was put on
Lonawala Crossing, which is one of the most populated place. Actually, it was created to
make aware to people about Dengue. There were some people also there who were asking
some questions to people and providing some gifts and pamphlet related to it.
I think it one of the best example of experiential marketing.

Collaborative marketing is a marketing strategy that involves working in unison with similar
companies to promote brand, minimize costs and increase sales. Collaborative
marketing bolsters exposure through side-by-side advertisement with competitors.