Definition

Experiential marketing, also called "engagement marketing," "event marketing," or "live marketing," revolves around actively engaging consumers by creating a live, branded experience. Experiential marketing can include simple programs such as in-store sampling and demo programs or more sophisticated programs requiring complex installations like the Lean Cuisine #WeighThis campaign.

Who Uses Experiential Marketing?

Brands are the first users of experiential marketing. They usually use specialized agencies to help them develop and implement those programs. Retailers have also started to implement their own experiential programs. For example, Petco has an extensive demo program with built-in collaboration with partner brands. Customers can check the demo and sample programs before planning their visit to the store on Petco's online demo and sample calendar.

Experiential Marketing is More Important than Ever

Numerous studies have shown that consumers still want to shop at brick-and-mortar locations, but that the expectations of the new generation of shoppers have changed. Today, customers want to be able to feel, touch, and experience the products (goodbye, shelves of boxes!), and they want to be entertained. Finding creative ways to engage consumers through unique in-store experiences and product placements is essential to standing out in this new era of Brick-and-Mortar, where cheaper products can be purchased from anyone's sofa.

 

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