Experiential marketing, also known as engagement marketing, strengthens the bond between people and brands. Consumers can directly interact with a brand in an entertaining setting, as opposed to just watching or reading about it.
Experiential events are exciting to plan and even more exciting to partake in. Plus, they have a strong influence on driving sales. 65% of brands state that their experiential marketing programs are directly correlated to sales (WilyGlobal).
Experiential marketing has numerous unique advantages over other advertising mediums. Here are 5 of the top beneficial aspects of experiential marketing…
Generates Positive Impressions
Experiential campaigns are exhilarating and engaging. In fact, 91% of consumers who experience brand marketing events have greater positive feelings (EventTrack 2018). This leads to people associating those positive feelings with the brand and having a stronger attachment to it.
Experiential marketing campaigns stand out since they are a real-time experience and differ strongly from other advertising mediums. Engagement marketing can stimulate multiple senses and multisensory interactions, heighten memory, and create more vivid recollections. Fortunately, engagement events have the power to fuel all 5 senses, whereas most other methods are unable to do so.
Builds Brand loyalty
Personal and emotional connections are created between a brand and the consumer at experiential events. It’s an opportunity to build a brand personality while fostering trust and community. After interacting with a brand at an experiential event, 70% of consumers become regular customers (WilyGlobal). Thus, experiential events can create repeat as well as loyal clients.
Experiential marketing campaigns drive conversations online and offline. At events, 98% of consumers create social or digital content (EventTrack). Also, 71% of consumers discuss their event experiences with family and friends (WilyGlobal). This leads to experiential events having a greater reach than just the people who participate in them.
If you’re wondering if people telling others about an event has any impact on purchases, well it definitely does. 72% of individuals state that they are more likely to purchase a brand based on their friends’ posts about the branded event (EventTrack).
Influences Purchasing Decisions
Consumers are introduced to products and services at engagement marketing events. In fact, 41% of users believe experiential marketing is the best advertising medium for understanding product advantages (EventTrack 2018). And if people appreciate product benefits then they’re more likely to purchase it.
Planning and executing marketing campaigns requires lots of time and effort. If you want all your hard work to go towards creating a successful campaign, then experiential marketing is the way to go.