“Experiential marketing is a promotional strategy that involves creating an interactive experience to get customers talking about your product.” This article, Show and Tell: 6 Cool Ways Companies Market With Interactive Experiences, explains the benefits of experiential marketing by giving examples and tips for success.
There have been many great examples of this type of marketing, and it’s interesting to see the unique and innovative approaches of different organizations. Globetrotter, a European Sporting Equipment Company, has “weather rooms” in some of their stores. This way, customers can try out their products in extreme weather conditions before purchasing. Coca-Cola partnered with the James Bond movie, Skyfall to create a promotion offering a chance to win free tickets to see the movie. Participants had to get from one kiosk to another in 70 seconds, facing James Bond style obstacles. The best feature of this was the crowd that gathered to watch, increasing the exposure of the promotion.
Some companies use events as a way to create an experience to promote their brand. We did that at Holmes (unintentionally) when we hosted our 40th Anniversary Open House. We had printed some unique wall and window graphics, canvas prints, and promotional items. Unintentionally, through those print pieces, we subtly allowed clients to experience our work in a new way.
In order to be successful in your experiential marketing campaigns, the article suggests you consider these four tips:
Knowledge of your industry and audience will help you decide what type of experience would best market your organization. What would yours be?