Bombarded with a huge number of adverts every day, it is hardly surprising that internet users have grown tired of promotions in general. If you want your business to stand out, you will need to think outside the box! Experiential marketing is one way to do just that.

In this article, we will describe the concept of experiential marketing and why it can be an extremely powerful tool for your business. We will then review several examples of campaigns you could launch to see what works best for your brand.

Let's dive in!

Experiential marketing

What is experiential marketing?

Traditionally, marketing is something we are subjected to. We walk past billboards, see video and social media adverts, listen to influencers promoting products, and so on. In each case, we are passive observers.

This approach works well enough for many brands. However, advertising is so pervasive that we no longer pay it much attention. It is hardly surprising, therefore, that 84% of millennials do not trust traditional marketing channels.

Experiential marketing is a new approach that aims to transform consumers from passive observers into active participants. This strategy encompasses any type of activity that promotes a business, brand, or product.

Take Red Bull, for example. In 2012, they broadcast live what was, at the time, the longest freefall skydive in history. The entire event was orchestrated by the energy drink company, which called it project "Stratos".

Not only was the event watched live by millions of people worldwide, but Red Bull also allowed people to experience it using augmented and virtual reality technologies.

Red Bull Stratos was, and still is, one of the most unique examples of experiential marketing. Even though viewers were not present for the jump, the event fostered a sense of community in addition to reinforcing brand awareness.

In practice, you may not be in a position to orchestrate and fund the world's longest skydive. However, there are several types of experiential marketing events you can try, regardless of the size of your business.

4 examples of experiential marketing campaigns

1. Conferences

Conferences are well known in the business world. They are ideal places to share your knowledge and network with others in your field.

To organise a conference as a marketing experience, consider the following:

• Reach out to influencers in your field who can generate interest on social media,
• Promote the event using your brand name, so that people associate the experience with it,
• Share parts of the conference online to spark conversation and reach people who could not attend in person.

Organising a conference is no easy task, but it is the kind of event that can lead people to see your brand as a leader in your field.

2. Parties

Bringing people together around fun. This allows your guests to have a great time while gathering them around your brand or business.

For example, for the opening of a restaurant or bar, you can offer guests the chance to taste your dishes and drinks. This will make a lasting impression and potentially bring them back.

Because a party is easily shared online, it lets you reach the people who were present, but also some internet users who were not.

For event communications, it is worth promoting your event on social media before the day itself if it is open to everyone. Consider creating a unique hashtag that attendees can use in their own posts and gain additional visibility.

3. Pop-up shops

Pop-up shops depend on the type of business you run. Pop-up stores tap into people's fear of missing out (FOMO), as they are only open for a limited period.

One of the most challenging parts of setting up a pop-up shop is finding a temporary location.

Pop-up stores are often highly "Instagrammable" and quickly go viral online. Consider the phygital approach too — for example, installing a "selfie mirror" where visitors can take photos of themselves with your products.

4. Meetups

Meetups are online communities of people who meet in person to socialise and network. Even if their primary purpose is not purely marketing, approached from the right angle, you can turn these meetups into opportunities to promote your business.

Promote your own business/brand/start-up by organising a Meetup yourself and bringing people together around a shared purpose.

Conclusion

Nowadays, some businesses make the mistake of concentrating all their promotional efforts online. Experiential marketing allows you to reach a broader audience, engage them more deeply, and leave a lasting impression.

In this article, we examined four types of campaigns you might consider launching:

Conferences: an excellent event for attracting a more professional crowd, conferences offer the opportunity to create a highly memorable branded experience for attendees.

Parties: by giving attendees a great time, you will build positive associations with your business that will make them want to return and spend money.

Pop-up shops: the exclusivity of a temporary shop front will play on customers' FOMO and encourage them to make purchases.

Meetups: by fostering community spirit and offering incentives to members, your brand name will remain firmly in their minds.

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