Experiential marketing is a unique term that is relatively new, but that is now making waves across different markets, creating a new form of marketing that focuses on experiencing a product in a different way. This could be in the literal sense, or by association—either way, it aims to appeal to the senses and rational thinking of consumers. Be it subtle or blatant, experiential marketing is a very powerful way to deliver a unique message that will linger in the minds of potential consumers. Pair it up with other marketing strategies and you have a perfect recipe for success.

The premise of experiential marketing
According to experts, the idea of experiential marketing is to help people become immersed in a product and form an attachment to what it stands for and means to them. This is a complex process that involves the use of situations, theatrics and other tools to reinforce a message or create new value, depending on what market is being targeted. Maybe a soft drink company wants people to associate their product with something more than just a drink, such as civic welfare. Maybe a sports equipment company wants to share information with the public about new game equipment that works very well. If the consumer becomes engaged in the experience, they will find it easier to understand the product.

Gotcha!
Experiential marketing can sometimes be an insanely creative activity, similar to performance art. You may have seen videos of people making a scene in a random place at a random time, completely choreographed and raising awareness about an event. The goal of experiential marketing is not merely to create a scene, but to captivate the audience in a very short period of time in order to inform them about a certain value that they could receive from a product or service. People might find the experience wacky and crazy, but they are engaged, and in the end the event makes some sort of sense to them. This setup makes the whole process of creative marketing more compelling than most other tools.

Stimulating through the senses
A perfect complement to experiential marketing is the actual visual experience of a product. This is why Exhibitions and Displays are still very popular tools for making people aware of a product. Visually stunning displays and sets can attract people and induce them to either buy the product, or at the very least associate a product with a certain value. For example: a chocolate bar is being marketed. If the Exhibitions and Displays are designed to include a fancy setting with high-class displays, the product will be associated with how it is presented. The Exhibitions and Displays can be used to reinforce affinity with a certain value, or to contradict previously held ideas and create new interest in the same product. For example, let’s say a fabulous setup is created for a chocolate bar, but in a supermarket setting. The irony in this presentation can stir the interest of the market and generate a sense of bewilderment. What the eyes sees may not be what it seems.

Whatever strategy you choose, at the end of the day it always boils down to effective follow-through.
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