Experiential Marketing

Experiential marketing seems to be the new ‘buzz’ term, with major players from Coca Cola to Unilever embracing this new phenomenon. But what is experiential marketing? By Jo Nagle

Why are more and more companies shifting substantial investment towards experiential marketing? Is this just another industry fad that will fade in time? Or is implementing an effective experiential campaign a necessary ingredient to create a sustainable competitive advantage and secure long-term brand loyalty?

Experiential marketing is a real connection between the brand and the consumer, beyond commercial enterprise. Experiential marketing ignites the five senses of sight, smell, touch, taste and sound to leave a lasting brand recall.

Marketing is changing

With vast changes in the world of advertising, the task of branding and product differentiation is more difficult as consumers are harder to reach. Research shows that traditional ATL (above the line) marketing and communications strategies are becoming less effective, due to shifts in consumer attitudes and behaviour.

Sole reliance on traditional media is becoming far more risky and expensive for companies to justify. It can be difficult to reach consumers effectively with brand messages via ATL media due to viewers using the remote control to surf the channels just as a commercial interrupts programming.

Experiential marketing is refreshing and connects the consumer with the brand face to face, a personal introduction where participation and the end result is a positive brand experience. The approach must not feel like a sales push, it must be aligned and genuine in the form of communication reflecting the brand personality. The experience must be relevant to the brand as well as the target market.

Consumers are changing

Consumers are far more savvy, perceptive and more aware of traditional marketing goals than ever before. Especially when we start to talk about the hard to reach teen market. If you speak to the average teenager today and ask their opinions on marketing and advertising, within the first few sentences industry jargon emerges. They know what they want and they want to be in control of this decision, not you. They expect much more from brands if they are to remain loyal. It seems that the ‘new’ consumer is looking for a relationship with the brand and seeks to engage rather than comply as a passive receptor.