Enhancing the Experience using Experiential marketing

Experiential marketing, also called experiential brand marketing, grassroots marketing, engagement marketing, or live marketing, is a way for brands to connect with consumers through experiences.

Though they are frequently in-person, these encounters include digital elements, with the overall objective of vividly and significantly bringing a brand to life. Pop-up shops, mobile events, extravagant parties, and interactive installations are just a few marketing experiences.

They can range in size from small-scale gatherings to celebrity or influencer collaborations. There is no restriction as long as the experience serves the company's marketing objectives, surprises and delights customers, and makes sense for the brand.

However, not all marketing strategies are similarly made, and the real challenge comes in selecting a marketing strategy that will work best for your particular brand. Here are some stories about well-known brands, that have used experiential marketing at their best.

Redbull is another well-recognized brand that has always had its finger on the marketing pulse, which is probably fast racing. It has developed a really great image for something people typically use to stay up all night writing assignments and programming code by associating themselves with music and extreme sports. Red Bull has experienced great success by organizing its own events as it wasn’t content to observe things from the sidelines. It has developed events that target it's own demographic precisely and successfully. One of them is a crazy soapbox race where participants build and race their own custom-made carts. It is well known for sending skydiver Felix Baumgartner to space for the longest skydive ever. A soda manufacturer pulled o a very fantastic prank.

Then coming to everyone’s favorite brand Netflix. Netflix produces content that people want to watch in response to the data it gathers. It seems quite straightforward, yet many other businesses don't seem to get it. To promote its shows and companies, it has used the same talent to produce some fantastic events. It enjoys designing areas where viewers can fully immerse themselves in the settings of their TV shows.

For instance, visitors might fully immerse themselves in the Stranger Things universe at Mayor Kline's Fun Fair in Santa Monica. To promote The Highwayman, Austin's Banger's Sausage House and Beer Garten were turned into a speakeasy. It circulated Los Angeles on a double-decker bus to advertise its movie, Birdbox.

Our go-to-go cookie brand, Oreo also took a huge leap in marketing and launched a Digital cookie campaign, where Oreo teamed up with 3D printing technology and the social media giant Twitter to create a 3D printer that spits out real Oreos. Attendees were able to print their own hyper-personalized, customizable Oreo cookie, complete with design inspiration from hashtags that were trending on Twitter at that exact moment. After all, successful experiential marketing should always endeavor to think outside the cookie.

One of the greatest traits of experiential marketing is that it does not interrupt like traditional advertising. Here, The consumer actively chooses to engage. When a consumer is free to make the decision to interact, it takes away the pressure of the ‘hard sell’, and the participant can simply enjoy the experience.

However, It is the ability of experiential marketing that aims to go beyond customer interaction. Not only does this kind of marketing allow the brands to connect with consumers on an authentic and emotional level, but it also allows them to gather insight into their target market that can help in forming future campaigns and taking business decisions.

The ability of experiential marketing campaigns to evoke trust, awareness, and brand loyalty means that this marketing trend is here to stay.