According to the Experiential Marketing Definition, this marketing program connects the consumers to a brand’s authentic nature by means of participating in the entire marketing effort. Experiential marketing definition does not only involve active consumer participation but when executed in a well planned manner, it can bring about a positive change in consumer attitudes as well as their buying behavior.
Most of the experiential marketing programs involve consumer based events like live hands-on demo of a particular product or sampling. This gives a chance to the consumer to actively participate in the marketing process. These live experiences can also be taken further by the inclusion of fun and interesting activities which will positively impact your consumers.
The definition of experiential marketing came into existence as a result of extensive competition within the marketplace. Today’s consumers are spoilt for choice with regards to buying a particular product or service that different companies have on offer.
As a result of this, marketers face constant pressure to develop highly effective marketing techniques and campaigns. This is how the process of experiential marketing was introduced.
The experiential marketing is based on the rationale that brand loyalty is a result of personal experiences of the consumers. This means that the ultimate buying decision of a consumer will certainly depend upon his interaction with other products or services offered by a given company and not on mere word of mouth publicity.
Because of this reason experiential marketing aims at appealing both the emotional as well as rational side of consumers by providing them with a service or product that they will always remember.
The task of experiential marketing involves engaging multiple senses of a consumer at a given point of time while offering him a product or service. For instance, the marketer of a particular brand of tea will not only draw the consumer’s attention towards the taste but also towards other factors like its look, smell and warmth.
In addition to this, experiential marketing also involves drilling into the logical or sensory part of a consumer’s mind so as to draw any previous or newly acquired information which might have a direct bearing with the product or service being offered.
From the above example this would mean that the marketer will help remember the consumer some past experience wherein he derived certain benefits from consuming tea.
When you are giving out the experiential marketing definition, you cannot do so without spelling out its benefits. The biggest benefit of this form of marketing is that it can easily and quickly draw the focus of a consumer towards a particular service or product. This happens because of its appealing effect on multiple levels.
Hence, this form of an approach is quite useful in the current social environment where people have a short attention span. If it is implemented successfully, you end up gaining customers who are loyal to your company.
However, despite all the advantages, experiential marketing does not have a very widespread appeal. This is because a TV commercial can connect with millions of users at the same time but it is not possible to hold a live demonstration for such huge numbers.