The marketing world is shifting rapidly. Ready access to a wide array of products and experiences means your brand needs to work harder to increase brand awareness. To truly set your business apart in a crowd of competitors, innovation is required.

ENTER THE STRATEGY KNOWN AS EXPERIENTIAL MARKETING.

The one unifying principle of human existence is this – we learn from experience. Based on this principle, experiential marketing uses sensory tactics to directly engage an audience, allowing them to interact with your brand on new and varied levels.

This could mean creating a brick-and-mortar environment which incorporates elements of sensory design (such as a unique soundtrack, visual display or custom fragrance). Or, it could mean creating a more immersive marketing experience (such as a pop-up location, interactive installation or audience-driven social media campaign). Regardless of the strategy, your experiential marketing campaign should provide the opportunity for your clientele or audience members to experience your brand in a whole new way.

WHAT ARE THE BENEFITS OF EXPERIENTIAL MARKETING?

An increase in brand awareness is just the beginning. Experiential marketing also can help you highlight your brand’s most positive attributes, guide and influence preferences, and establish a deeper emotional connection to your clientele.

SO, WHERE SHOULD A BUSINESS START?

The first step when considering your strategy should be to ask the following questions:

• How does your clientele currently perceive your business?
• What perceptions would you prefer to encourage? To change?
• What experience is your brand striving to provide?
• How can you encourage and expand that experience?
• Is this experience restricted to your normal environment? Is there a way to share it?