What is Experiential Marketing?

The term experiential marketing can be something of a confusing one, but it can also be one of the most successful types of marketing available to a company if utilised correctly.

The term comes from the fact that this type of marketing provides an ‘experience’, specifically for the target audience, or consumer. This leads us to the next question, what is an experience?

An experience is generally when our promotional staff have interaction at some level with the target audience of our clients. This can be demonstrations or explanations of products which in turn make consumers more aware of the brand and products being marketed to them; this helps the brand ambassadors connect with the consumers in a face to face environment. Sampling, demonstrating, exhibition stands, events and road shows are some examples of experiential marketing.

Many other types of marketing come under the umbrella of experiential marketing, and vice versa. Field marketing is the most common bedfellow as they go hand in hand and compliment one another perfectly.

Field marketing involves trained field marketing and promotions staff conducting activities for clients “in the field”. This means in person, engaging with the consumers in a variety of ways. As you can see this sounds a lot like experiential marketing, however there is a good rule of thumb to take note of:

"Most experiential marketing is field marketing, but not all field marketing is experiential marketing!"

This makes sense when you think that field marketing can involve, for example, leafleting and distribution either to passing customers or door to door canvassing; not really a deep customer experience, thus it wouldn’t all under the term experiential marketing.

PromoPower are experts in the field of experiential and field marketing, we’ve been helping clients with this type of marketing for years, helping them provide consumers with brand awareness, product knowledge and increasing sales and consumer interest.

We have supplied fully trained actor, actresses and presenters for road shows, events and exhibitions. We have on hand professional models, dancers and even DJs to help with entertainment and visual and audio stimuli for consumers. PromoPower have had great success with entertainers such as face painters and balloon modellers at the launches of children’s movies, toys and even clothing ranges. Our hospitality staff for corporate events are professional, informative and engaging.

All of this boils down to making the marketing endeavour into something memorable and in turn an experience the consumers remember and enjoy, and that leads to improves sales, brand awareness and increased profits.

For more information on how experiential marketing and PromoPower can help your company, visit www.promopower.co.uk