Experiential Marketing

The world of marketing has certainly seen some changes over the years. Nowadays, every business competes to have the marketing strategies that make the most impact and have the most personality. 

As a live events PR company, we get it. We, too, try to push the limits of marketing to explore different ways to catapult the events we support into the limelight. However, with so many marketing solutions, it can take time to determine the best solution. 

Every successful marketing strategy needs to stand out, attract more people to your business, and establish valuable connections with new clients.

Experiential marketing is becoming increasingly popular in the marketing world, but if you are new to the industry or unfamiliar with the term, you may be wondering what experiential marketing is.  

What is Experiential Marketing?

Experiential marketing is known by a few different names, such as engagement marketing or ground marketing. 

Experiential marketing usually consists of a hands-on experience or events designed to encourage consumer participation. 

The main goal of an experiential marketing strategy is to encourage consumers to engage in an event, raise brand awareness, and showcase a product or service. 

In a world of social media fame and virality, experiential marketing is becoming increasingly popular. 

Experiential marketing allows consumers to participate in a campaign and develop a relationship with the brand, which is why it has proven successful. 

Does Experiential Marketing Work? 

The main reason experiential marketing works so well is because it connects a business to its consumers. 

Through working in event PR, we understand the impact of connecting with consumers. Every day, people spend the majority of their time being sold things. They’ve heard every pitch and seen every advertisement.

People are sick of being sold to, which is why experiential marketing works so well. It’s more than just another business pitch- it’s an experience where people have control over their participation and get to choose whether or not they want to engage with a brand. 

Successful Examples of Experiential Marketing

If you are still unsure about experiential marketing or would simply like to see the results of an experiential marketing campaign, here are some of our favourite examples. 

Warner Brothers Pictures: The Barbie Selfie

Last summer, we were all caught up in the excitement of Barbie. It was everywhere, and Warner Bros. took the opportunity to further the movie’s hype. 

No cost was spared for the marketing of the Barbie movie, with strategies targeting all age ranges and getting everyone involved in the excitement of the film. 

Warner Bros Pictures developed an absolutely amazing experiential marketing strategy. It used generative AI to create a filter that allowed users to scan their faces and be given a Barbie title. 

The film was all about inclusivity, and they were able to really promote this by allowing their customers to fully immerse themselves in the Barbie world and see what they would look like if they were Barbies. 

Barbie’s experiential marketing strategies massively contributed to the film’s success and the sense of community that surrounded it. They did what every good marketing team wishes to achieve; they completely engaged their audience. 

Apple: #ShotOnIphone

Though experiential marketing has grown increasingly popular in the last few years, it has been around for some time now, and Apple is a business that has always been at the forefront of it.

In 2015, Apple launched the #ShotOnIphone challenge, which encouraged Apple users worldwide to submit images taken using the new iPhone. After images were submitted, Apple showcased the top 10 entries they received. 

This campaign was a genius example of experiential marketing done right. It built customer relationships, showcased Apple’s products to users, and showed that the phone had a quality camera, creating brand trust.

Vans: House of Vans

You may have seen this example of experiential marketing locally, as Vans has been using this marketing method for some time now. 

House of Vans consists of several pop-ups, usually set up around skateparks in major cities. Vans encourages skaters to come by to chat, listen to music, and shred their boards. 

The pop-ups usually occur around major line launches and are an excellent method for appealing to and connecting with their target market by encouraging community among their followers. 

These examples of experiential marketing highlight what makes the marketing method work so well.

The Benefits of Experiential Marketing

Now that you know more about successful experiential marketing campaigns, here are some ways they could benefit your business. 

Potential for Virality 

One of the best ways to boost your business and gain popularity is to go viral. In a world obsessed with content and social media, just one viral hit could skyrocket your business’s success. 

Because experiential marketing usually requires an event of some sort, it is not uncommon for people attending the event to take pictures or record videos. If your event is unique, there is every possibility that you will go viral. 

Boosted Brand Awareness

You could offer the best product or service in the world, but it wouldn’t be successful if people didn’t know about it. 

Experiential marketing brings awareness to your brand by allowing people to experience what you offer. Just seeing a picture of a product or service does not give a true insight into what is available, so being able to experience your service and get to know your business can make a huge difference.

If more people are aware of your business and you host an interesting event, word of mouth will help your brand gain popularity.

Improve Customer Loyalty

Sometimes, it’s easy to forget the face behind a business. People tend to lack compassion or care towards a company, seeing it as a money-making machine. 

You will strengthen your customer loyalty by giving back to your consumers and giving them a chance to engage with what your business is all about. 

Increasing customer loyalty is essential for sustaining your business, and customers who feel as though they matter to your business are more likely to recommend it to a friend. 

Clarity of Company Ethos

In such trying times, separating business from politics is no longer possible. People only want to support businesses that align with their values, especially in the current challenging political landscape.

Through your experiential marketing campaigns, you can let your consumers know that you stand with them, and they will form more respect for your company. 

A great example of a company doing this in quite a powerful way is Lululemon, which clarified its support for LGBTQ+ struggles by showcasing queer art through its experiential art campaign.

Remember, this does not mean you should become incredibly political, but letting your consumers know where you stand could strengthen their support for your business. Ethical communication is an essential part of owning any business.

Learn More About Experiential Marketing With Gala PR

At Gala PR, we know how marketing can transform your event or business. 

Through our work with festivals and other popular events over the past year, we have seen a shift in how our clients want to showcase their events, and we have been able to adjust to fit these criteria. 

Contact our team today if you want to learn more about hosting your own experiential marketing events and our PR strategies for events. Find out how we can elevate your next event.