Experiential marketing presents brands with a unique opportunity: To deliver a brand message to consumers while engaging as many of their senses as possible. Because of this, experiential reaches people on a personal level, creating a memorable and emotional tie to the brand, ultimately affecting purchase behaviour and loyalty.
We LOVE it when brands successfully use this form of marketing to deliver impactful and meaningful experiences to their customers. Here’s 5 reasons why:
- It nurtures the ever-important customer relationship by involving them.
- It’s disruptive so it helps a brand to stand out in advertising-saturated world.
- It delivers value to the customer AND the marketer. The customer develops a deeper bond with a brand they can interact with. It also encourages trial at no risk to them (which can lead to potential conversion). In turn, the marketer receives engagement that is relevant, authentic and often long-lasting at a relatively low cost per person.
- It enhances brand recognition. Customers are more likely to remember a brand that has reached them on a personal level.
- It stimulates word of mouth.
Consumers themselves are the most effective vehicle to spread brand love, so when an experiential execution goes viral, well that’s just the icing on the proverbial marketing cake. A prime example? Recently a single activation in a small Canadian town for Tim Hortons’ Dark Roast Coffee campaign led to awareness growth and national attention:
Here are just a few other brands who have used experiential marketing with great success:
Red Bull “Stratos” allowed viewers around the world to participate in a historical event by experiencing the event live via webcast:
Coca-Cola “Share a Coke” forged connections both online and offline while simultaneously increasing product sales by delivering a customized experience in the use of personalized bottles:
The Purina “Cat Café” used a pop-up shop to educate cat owners about the importance of healthy nutrition while they interacted with adorable (and adoptable) kitties:
When the remake of “Carrie” was preparing to hit theatres, an experiential marketing stunt gave coffee shop customers a surprising (and memorable) preview: