Experiential marketing is a fairly new form of marketing and is about user testing such as samples or events. The idea behind it is to evoke consumers emotions, logic and thought process so the customer can connect with a product on an emotional level. This will hopefully lead to a positive response of the product by the consumer. Experiential marketing methodology can be used on many types of Marketing but is most often associated with the live brand experience. The design of live branded activity provides marketers with an opportunity to create a long-term impression on consumers who are all the time harder to reach through conventional media.
Branded events are usually found at football stadiums, shopping centres and festivals aiming to reach a large amount of consumers in a small amount of time. These campaigns enable brands to connect with their customers on a personal level. The foundation of experiential marketing methodology is linked with meaning and relevance. The brand message or experiences are calculated to have a strong relevance to the audience.
Experiential marketing was created as a new form of marketing to get more accurate results. Originally a 30 second T.V or radio advertisement would have captured the audience. However more hands on approaches are now proven to be more effective.
This means that advertisements on the web, printed mediums, and billboards must instantaneously catch the concentration of prospective consumers. Experiential marketing is the key to making this successful. By seeking an emotional reaction from the consumer their attention can be drawn quickly and effectively. Today, the customer needs to be involved with the marketing of a company. Consumers do not want to be fed a monologue message, they want to be engaged with the company and the products they offer. This form of marketing can satisfy the desires and needs of customers and create products that consumers need and want.