Experiential marketing

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Experiential marketing uses brand relevant experiences to engage key audiences while creating a forum where these audiences interact with a brand. It involves high levels of interactivity and sensory impact and seeks to elicit an emotional response among the target through a more personal level of engagement than other media.

[edit] Category growth

As the term becomes more widely recognized, (now receiving more than 4.7 million hits on Google) experiential marketing continues to grow in popularity among consumers and marketers alike.

  • Marketers spent more than $150 billion on experiential marketing in 2005. According to a study by HPI Research Group, 68% of surveyed marketing executives spent more on experiential marketing in 2005 than in 2004 and half of those executives expect to increase spending in 2006.

Experiential marketing is also termed as customer experience marketing because the idea is to communicate the essence of the Brand through a personalised experience. "Remember," says Erik Hauser "Experiential is a methodology not a medium."

[edit] The need

With emerging media entering the marketplace on a regular basis, vying for consumers’ attention is becoming increasingly difficult. The 30-second spot is proving to be less effective and marketers are forced to look for alternatives. Consumers themselves have even resorted to avoiding messages whenever possible by installing pop-up blockers or fast forwarding their TiVo to avoid commercials.

Experiential marketing was once seen as an alternative approach to reaching the most media-savvy audience. It offers an engaging, entertaining and interactive brand experience unmatched by traditional marketing. In today's marketing landscape experiential marketing is leading the way.

In the past ten years, experiential marketing has become a hot topic in the branding world. Some of the most prominent brands such as Levi's, Nokia, Harley-Davidson and Volkswagen have implemented successful experiential programs to reach their target.

The home of experiential marketing on-line is the EMF http://www.experientialforum.com.

[edit] Experiential marketing books

  • Experience Economy by B. Joseph Pine II and James H. Gilmore
  • Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate by Bernd Schmitt
  • Experience the Message: How Experiential Marketing is Changing the Brand World by Max Lenderman
  • The Future of Competition: Co-creating unique value with Customers by C.K Prahalad and Venkat Ramaswamy
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