Experiential Marketing is a technique that has been driven by the development of social media. A recent study done by the Event Marketing Institute showed that respondents were 96% more likely to purchase a product after participating in a live branded event and 74% will have a more positive impression of the brand. We live in a world where brand-to-consumer interactions take place primarily over the internet; connections and content are primarily digital. Because of this, creating a physical, tangible experience is an incredibly powerful marketing tool. It is the constant need for stories to share with followers, friends and family that means consumers value authentic, real experiences more than ever before. As the digital world becomes more and more prevalent in consumers’ lives, the need for physical experiences and engagement will also grow. Hosting experiential programs allows people to get to know a brand in a physical, personal way. How does the brand come to life? What’s the brand style? What vibe does it create? It allows customers to meet with the people behind the brand and ask questions in real time versus over email or forums. Additionally, providing customers with an opportunity to meet and greet one another really builds a sense of community. If you give the consumer a memorable experience to talk about, you can be sure they will generate the content and wider audience for you! So, start planning your next experiential activity now and let’s get out there and make a memorable, lasting impression.
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