Experiential marketing
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Experiential marketing is the art of creating an experience where the result is an emotional connection to a person, brand, product or idea.
The name experiential marketing is relatively new however the fundamentals concepts behind it are not. For decades activity such as field marketing, customer service, special events, product promotions, PR stunts have engaged consumers and the public emotionally. However what has happened recently is the specialization of taking the fundamental concept of creating connection through a designed emotive experience. For example LA Times business article
Since 2000 most major advertising agencies have been creating internal Experiential divisions or making alliances with Experiential providers. The rise of Experiential marketing can be attributed to 3 main drivers.
- Perception. Experiential marketing is seen as the 'new thing', the smart new way to connect with customers. Agencies need to be seen being able to deliver what the client or market demands
- Standard media is losing its traditional ability to connect with the public. Companies need new ways to connect with their target market.
- Creating emotional connection through an experience works.
Unlike the TV advertising industry, as yet, there is not much evidence of independent, effective measurement and evaluation. Around the globe, a lot of discussion within the industry has been about the need for such measurement if it's going to be taken seriously as a strategic marketing platform and compete against traditional forms of marketing. It is said that the industry and brand owners need to address this and take part in driving measurement forward.
Resources :
The Experiential Marketing Forum The EMF
