People love to be entertained, as well as learn and experience new things. So let’s use this knowledge to build marketing experiences around our products and services.
These experiences can help us sell our products and services and fulfill specific marketing goals.
In this article, you’ll learn what experiential marketing is all about and how to execute it based on more than 20 examples.
What is experiential marketing?
Experiential marketing is a type of marketing that provides prospects or customers with real-life experiences to raise awareness, build understanding, or increase sales of products or services.
These experiences can be offline, such as live events, trade shows, demo days, etc., or online webinars and conferences.
In recent years, thanks to virtual reality and augmented reality, more and more opportunities for experiential marketing have emerged.
However, according to Experiential Trends, 67% of consumers don’t show up for low-cost or free virtual events.
On the other hand, 75% of B2C marketers believe in-person events are vital to their success.
Let’s explore why experiences are important for marketers and brands.
Why is experiential marketing important?
Experiential marketing has become increasingly important because it allows businesses to connect deeper with customers. The key difference between experiential marketing and other types of marketing is that an experience takes place in “real” life.
The main advantages of experiential marketing include the following:
Raise brand awareness
Create search demand
Create a bond between a brand and its audience
Deliver authentic in-person experiences
Capitalize on the fear of missing out
Boost product or service trial
Drive sales conversions
Experiential marketing examples and takeaways
There are several types of experiential marketing campaigns, and each has its pros and cons.
Some campaigns can be applicable to any business, whereas others can only be applied to certain types of products or services. Besides a good product fit, making the choice between an experiential marketing strategy and a traditional one depends on your budget, goals, and target audience.
Let’s look at the different types of experiential marketing campaigns and see how these 22 examples can be used for inspiration. We’ll go through the following:
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Pop-up stores
Co-branding
Solo experiences
Product demos
Product sampling
Tours
Conferences
Classes and workshops
Augmented reality and metaverse
Let’s dive into it.
Pop-up stores
A pop-up shop is where a company temporarily takes over a physical space for a short time to showcase or sell its goods and services.
Hamleys
Hamleys is a world-famous British toy retailer that opened a pop-up shop in London in the build-up to Christmas trading.
Along with the products it sold, the pop-up store also featured live product demonstrations and special guests.