Ever walked into a pop-up event, tried a free sample or played around with some cool tech, and thought to yourself, “That was actually kind of fun?”. Well, that is experiential marketing at work.

Marketing is not just about ads or billboards anymore. People care more about actual experiences that make you feel something (and probably post about it on Instagram).

And according to a study by Event Marketing Institute, 98% of consumers said participating in an experience made them more likely to make a purchase, as well as 78% stating that viewing or sampling a product is a key decision factor when making a purchase.

But if you’re wondering what an experiential marketing campaign actually is, how it works, or why brands are going all-in on these unforgettable experiences, you’re in the right place.

In short, experiential marketing focuses on creating hands-on, immersive experiences that allow consumers to engage directly with your brand. And unlike traditional advertising, where people will hear or see a message, experiential marketing invites them to experience your product or service in a real-world context.

The Different Types of Experiential Marketing Campaigns

Experiential marketing can take many different shapes.

Here are just a handful of different experiential marketing campaign techniques that businesses use to really grab their audiences attention and leave a lasting impression…

• Pop-ups – These are temporary installations where businesses promote their goods or services in a unique branded environment for a limited time only.
• Live events – Live events are set up to provide companies with the chance to engage with consumers in a concrete and memorable way. These might look like music festivals, consumer shows and trade exhibitions.
• Immersive environments – These are experiences which allow customers to enter a new world and have a completely mesmerising brand experience.
• Sampling programs – This is where customers can experience and trial a brand’s products before purchasing. These look like product demos and food and beverage tastings.
• Interactive installations – Interactive installations, such as digital kiosks, motion sensors or touchscreens allow customers to interact with a business and its products in a seriously creative way. They make audiences feel like they’re part of something unique.

Unlike traditional ads that people just see or hear, experiential marketing lets them actually interact with your product or service in a real-world setting.

At Sublime, we specialise in creating bespoke live activity for many sectors, and have a wealth of combined experience covering all the areas of event and experiential marketing. And if you’d like a nosey at some of our past work, check out our case studies here, including some exciting collaborations with Hyundai and Nickelodeon.

Got an idea you want to bring to life? Give our expert team a call on 020 7317 9280 to discuss your next project.

The Benefits of Experiential Marketing

As you can probably tell by now, experiential marketing brings brands to life in a way that truly grabs people’s attention, gets them talking, and helps turn curious visitors into potential customers.

The key benefits of investing in experiential marketing include:

1. It Creates a Truly Memorable Experience for Potential Customers

Experiential marketing is all about creating memories that last for potential customers.

Research shows that people remember 90% of what they do as opposed to just 10% of what they read or 20% of what they hear. This shows just how important it is to give your customers something to actively engage with to truly embed your brand into their personal stories.

A well-executed experiential campaign will tap into emotions, curiosity, and fun, leaving a lasting impression that sticks way longer than a sponsored Instagram post.

This leads us nicely onto point number 2…

2. Customers Can Create an Emotional Bond Towards Your Brand

Experiential marketing is personal, and one of the most powerful benefits of experiential marketing is its ability to create an emotional bond between potential consumers and your brand.

Many studies have shown that emotions play a crucial role in decision-making when it comes to purchasing something, and marketing campaigns that successfully tap into these emotions can result in up to a 23% increase in sales compared to those that don’t. A study by Motista also showed that 71% of customers have recommended a brand they feel an emotional connection with.

3. There’s a High Chance of Word-Of-Mouth & Social Buzz

One of the biggest wins of experiential marketing? It puts your brand on the map.

When someone interacts with your brand through a live event, a pop-up experience, or a cool interactive installation, you’re not just throwing a logo or product in their face… you’re giving them something they’ll talk about later with friends or post online.

According to Nielsen, 92% of consumers trust recommendations from friends and family more than any form of advertising, so if your campaign can get people talking, you’ve already won.

On the topic of social media exposure, when planning and organising your event, make sure that it’s “Instagrammable”.

You want to make it ‘photo-worthy’ to encourage attendees to post on their social networks, creating free promotion and user generated content for your brand.

4. You Gain Direct Customer Feedback & Data Collection

Last but certainly not least, experiential marketing is the perfect opportunity to gather real-time feedback and data collection.

For example, at an event, you can quickly decipher how consumers feel about your product and collect valuable customer information like email addresses and mobile numbers for future marketing.

Collecting feedback can be super easy with the use of data capture tools like interactive kiosks or QR codes. After all, when you understand what your customers love (or don’t), you can market smarter – and serve them better. It’s a win-win for everyone!

And there we have it! Experiential marketing is one of the most powerful ways to connect with your audience – and we happen to be pretty great at it.

Whether you’ve got a big idea or don’t know where to start, our experts here at Sublime Promotions are here to help you bring it to life. Get in touch with us via andy@sublimepromotions.co.uk or 020 7317 9280 for a friendly chat.