3 Ways Brands Use Experiential Marketing

5 hour energy experiential marketingImage by Switch Marketing

With so many shopping choices available, it can be difficult for brands to differentiate themselves from their competitors. Now more than ever, customers are looking for interactive experiences when they shop. Experiential marketing is proving to be a successful way for brands to help consumers understand products or services better, sway their decision to buy, create a more engaging shopping experience, and connect on a deeper level. According to Business Insider, “A new survey from Eventbrite, found that 78 percent of Gen Y respondents would rather spend money on an experience than a thing, and 77 percent say their best memories come from experiences.” Here are three ways brands use experiential marketing to spread brand awareness and boost sales.

Retailtainment This term describes how the retail industry uses entertainment to engage with customers. Marketing Week says, “Because national brands are available in every city and on the internet, the new stars will be the retailers that become a destination and offer a social experience which is pleasurable and entertaining.” Setting up sensory stations, like touch screens, makes the experience more interactive. NYX, a makeup brand, is incorporating video tutorials, interactive sampling for its products, and digital walls in all stores opening this year, where shoppers can post selfies.

Pop-up Activations Setting up a pop-up activation can provide multisensorial experience for consumers to engage with brands. One of the best advantages is the ability to choose a location that will appeal to an ideal consumer. This can often be a tent in a busy city center or shopping mall with heavy foot traffic. Setting up a pop-up store can also help companies that don’t normally have physical access to their target audience, such as a mobile app or credit card company. Creating memorable experiences can help consumers develop an affinity for a brand.

Brand Ambassadors Brand ambassadors are another route to memorable interactions with customers. Brand ambassadors can stand outside stores and hand out promotions, such as gift cards or product samples. They also interact with the customers, talk to them about the products and give demonstrations. Creating such a two-way conversation about the brand provides a more intimate experience.

Brands need to cater to the growing demand for exciting shopping experiences to stay on top. Experiential marketing can certainly help do this. If brands need guidance with implementing experiential marketing, consider reaching out to a consumer public relations agency, which can help with strategies to help brands meet their specific goals.

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About Dequiana Jackson

Dequiana Jackson, Founder of Inspired Marketing, Inc., helps overachieving women entrepreneurs conquer limiting beliefs and create marketing plans that grow their businesses. This includes one-on-one marketing plan development, digital product creation, web design and content marketing. Dequiana is the author of Know Your Business: How to Attract Ideal Clients & Sell More and runs the award-winning blog, Entrepreneur-Resources.net.

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