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What is Experiential Marketing?

EMANZ defines Experiential Marketing as a memorable brand engagement which provides an opportunity for consumers to have a two-way interaction with brands, products, and services in sensory ways. Experiential marketing is LIVE, and encourages consumers to SENSE, FEEL, THINK, ACT and RELATE to others in three dimensions as opposed to the two dimensions of traditional media such as TV and print.

Experiential marketing allows customers to engage and interact with brands, products, and services in sensory ways that provide the icing on the cake of providing information. Personal experiences help people connect to a brand and make intelligent and informed purchasing decisions.

The term "Experiential Marketing" refers to actual customer experiences with the brand/product/service that drive sales and increase brand image and awareness. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves.

When done right, it's the most powerful tool out there to win brand loyalty.

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