In recent years the upsurge of digital and content marketing such as social media, blogging, SEO, eBooks, and online publications have changed the face of the entire advertising industry. Some facets of marketing like yellow pages and newspaper are virtually nonexistent today. One channel of marketing that has seen a consistent rise is experiential marketing, and here is why it is here to stay:
- As consumers increasingly grow bored with traditional marketing tactics, experiential events provide the opportunity to entertain. Once people have a great experience with a brand, that association tends to stick for a long time.
- Brands are able to build lasting connections with their customers through experiential marketing by truly creating memorable experiences.
- During live events, consumers are more likely to provide their personal information as part of the registration process to participate in the event activities.
- Experiential events enable companies with sophisticated products to create a fun and interactive demonstration experience for consumers. An automotive ride & drive event is a great example of this. Another example is the Samsung 837 experience center in New York City which provides consumers an opportunity to test the technology manufacturer’s latest smartphone and other releases.
- With experiential marketing brands have the power to turn people into advocates via word of mouth marketing – considered the most credible form of advertising.
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