What Is Experiential Marketing With Campaign Examples
Experiential Marketing: An Innovative Approach for Creating Unforgettable Brand Experiences
Introduction – Experiential Marketing Definition
In this section we’ll define what experiential marketing is and why it’s become a go-to tactic for brands aiming to form lasting bonds with target audiences. Unlike conventional advertising channels, experiential marketing is all about staging creative encounters and events outside the norm. This sense of novelty and uniqueness leaves an indelible impression on participants. With many feeling disconnected from brands in an increasingly automated world, the human touch of experiential marketing also helps nurture meaningful emotional connections. Ultimately converting consumers into loyal brand devotees willing to spread the word. When executed thoughtfully, far from being a fleeting fad, experiential marketing can be a highly effective component of any marketer’s playbook.
Experiential Marketing vs Experiential Branding
Experiential marketing focuses squarely on seizing attention and crafting unique encounters to entice potential new customers. It’s all about staging novel events or leveraging innovative platforms to pique interest and remain top-of-mind. This contrasts with experiential branding, which centers on nurturing connections with existing customers post-purchase. While experiential marketing pulls in the crowds, experiential branding cements loyalty by delivering tailored experiences exceeding expectations.
Both are united in forging memorable impressions which embed brands in the consumer psyche. But they serve distinct purposes at different waypoints in the customer journey:
- Experiential marketing attracts and grabs new audiences through buzzworthy campaigns with wow-factor
- Experiential branding delights existing customers to transform them into brand devotees
Some key differences:
- Experiential marketing employs stunts and events to acquire new customers
- Experiential branding focuses on VIP treatment through exclusive perks and surprises to reward loyal buyers
But when combined strategically, these two approaches create a powerful one-two punch:
- Experiential marketing piques curiosity and fuels discovery
- Experiential branding steps in post-purchase to wrap customers in a blanket of exceptional service and solidify bonds
This tandem tactic offers a more holistic brand experience. First luring crowds in with unconventional events, then leveraging bespoke touches to craft a uniquely personalized journey that delights at every turn. When customers feel genuinely seen and valued as individuals, it pays dividends in nurturing truly loyal brand devotees.
So in summary, experiential marketing and branding have distinct purposes but a shared aim of imprinting brands through emotional connections. Blending both tactically can help attract and secure life-long brand enthusiasts.
Why Experiential Marketing Works: Securing Mindshare and Spurring Word-of-Mouth
When executed thoughtfully, experiential marketing offers brands formidable advantages including:
Attention-Grabbing Appeal: Experiential marketing stands out by offering audiences something novel, intriguing and interactive that piques their interest. Instead of passive advertising, it provides a taste of active participation that sparks curiosity and gets noticed.
Powerful Imprinting: With experiential marketing, brands make a vivid impression by aligning themselves with a specific feeling, experience or emotion in the consumer’s mind. Whether it’s adrenaline, luxury, whimsy or innovation — associating your brand with distinct sensations through experiential marketing helps cement your positioning.
Lasting Impact: Experiential marketing also enjoys longer staying power versus traditional ads thanks to its hands-on nature. When consumers get to interact with a brand personally, it forges an intimate memory and connection not easily forgotten.
Human Connection: People crave human bonds (even with brands), making the real-life, face-to-face engagement of experiential marketing incredibly potent. Research reveals 74% of consumers will likely purchase from a brand after a positive experiential encounter.
Word-of-Mouth Ripple Effects: Experiential marketing also unlocks word-of-mouth marketing, thanks to people’s tendency to share standout experiences with others. Having an amazing brand interaction sparks organic advocacy as consumers excitedly spread the word about their memorable adventures.
So in summary, well-orchestrated experiential marketing offers brands:
- Gravitational pull through interactive novelty
- Clear brand imprinting based on sensations
- Longevity thanks to personal engagement
- Consumer buy-in through human bonds
- Built-in amplification as people eagerly share their experiences
For all these reasons, forward-thinking brands turn to experiential marketing for an advantage in capturing mindshare plus earning organic endorsements. By focusing less on hard-sell tactics and more on crafting captivating adventures, they let their audiences spread the excitement and shine an authentic spotlight on why their brand is worth exploring.
Experiential Marketing for Small Businesses: How to Make a Big Impact on a Small Budget
Experiential marketing may seem unattainable for small businesses with limited resources. But with a dash of creativity and strategic thinking, captivating experiences can be created at modest price points. Here’s how:
Leverage Existing Touchpoints
Identify existing consumer interactions that could be enhanced via personalization or sensory engagement. For example, a handmade arts shop could send custom postcards to thank buyers for their purchase. An ice cream parlor could infuse enticing aromas like waffle cones or hot fudge. Tap into touchpoints you already own instead of having to build costly new channels.
Stage Pop-Up Moments
Look for opportunities to surprise and delight, if even for a fleeting moment. A boutique could offer chair massages during busy shopping weekends. A bakery could hand out fresh cookie samples on the sidewalk or host sidewalk chalk art contests. Pop-up moments capture attention, forge connections and fuel social chatter.
Spotlight Your People Power
Shine the spotlight on the warm, friendly faces behind your brand who offer real smiles, genuine care and insider tips. Feature staff profiles on your website or let them record personalized video greetings for your email list. This humanizes your business and helps consumers attach to the personalities that make your brand special.
Co-Create With Customers
Invite customers to collaborate in small, fun ways so they feel ownership in shaping the brand experience. Let them vote on new ice cream flavors, name a new panini or submit pet photos to be featured on in-store digital displays. Co-creation makes people feel valued, vested and eager to revisit.
The beauty of experiential marketing on a budget is realizing experiences don’t require bells and whistles to be impactful. An unexpected handwritten note, tantalizing aroma or chance to influence the brand can be just as memorable. By tapping existing assets plus imagination, small businesses can think big when crafting experiences that foster lasting consumer bonds on a small business budget.
Skydiving from the Stratosphere: How Red Bull’s Stratos Took Experiential Marketing to New Heights
In October 2012, millions watched with bated breath as Felix Baumgartner ascended 24 miles into Earth’s stratosphere in a helium balloon. His audacious goal? To break the sound barrier and set world records in freefall by jumping from this extreme altitude.
The event, dubbed Stratos, was conceived and backed by energy drink maker Red Bull. While an enormously risky stunt, it proved to be a masterstroke of experiential marketing. Here’s why it worked and what we can learn:
It Cemented Red Bull’s ‘Extreme’ Brand Positioning
By supporting such an outrageous feat of human endurance, Red Bull cemented its branding as an ‘extreme’ energy boost for those who dare to push limits. This positioning struck a chord with its target demographic of young, adventurous types seeking thrills. Stratos vividly brought this ‘extreme’ personality to life.
It Generated Unfathomable Exposure
Though only 8 million viewed it live, Stratos earned Red Bull over 200 million YouTube views in the first six months. It ignited global media coverage worth millions more in publicity. The exponential viral impact exponentially multiplied awareness of Red Bull’s audacious brand attitude.
It Drove Significant Sales Lifts
In the six months following Stratos, Red Bull saw a 7% increase in sales—a tremendous jolt from a single marketing stunt. This proves how dramatically experiential campaigns can outperform traditional ads. When done right, they excite audiences while imprinting brands deeply into consumer memory.
It Inspires Small Businesses to Think Big
Small businesses can take a page from Red Bull’s playbook and brainstorm their own viral stunts on a smaller scale. Rather than mimicking Stratos’ scope, focus on expressing your brand’s personality in a memorable way. If you’re a pet shop, maybe set a world record for most dogs groomed in one day. If you’re an artsy boutique, have local artists compete in a storefront painting challenge.
In marketing, fortune favors the bold. By moving beyond conventional ads to craft inventive brand experiences, small businesses can generate outsized attention and sales while leaving an indelible imprint on customer minds. Don’t be afraid to think big and express the soul of your brand.
The Future is Experiential
In an increasingly automated world, experiential marketing provides a vital human connection between brands and audiences. As such, it will only grow in importance as a marketing strategy moving forward. Here’s why:
It Satisfies Our Craving for Tangible Interactions
Consumers today suffer from digital fatigue. We spend all day staring at screens and yearn for tactile, real-world brand engagements. Experiential marketing scratches this itch for tangible interactions in a unique way.
It Integrates Seamlessly With Digital Strategies
Far from being at odds with digital marketing, experiential campaigns can integrate with and amplify online efforts. Stratos exemplified this by driving hundreds of millions of viral video views in conjunction with its live stunt.
It Creates Indelible Memories That Boost Loyalty
Because experiential marketing activates multiple senses, it forges intense memories with brands that stay top-of-mind for decades. These memories emotionally endear us to brands in a way passive advertising rarely achieves.
It Aligns With Shifting Media Consumption Habits
Today’s consumers increasingly ignore interruptive ads while paying rapt attention to interesting content and events. Experiential marketing delivers intriguing happenings that audiences actively pay attention to and engage with.
The brands that will win in the future are those that create captivating human connections. As experiential marketing evolves technologically to deliver ever-more immersive interactions, while retaining that vital human touchpoint, it will become an increasingly critical part of smart branding strategies.
What memorable brand experiences stick out to you? Have you dared to try experiential marketing? We’d love to hear your thoughts and ideas!
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
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