With so much focus on online marketing and the never-ending hit and miss of digital campaigns, it’s no wonder brands are finding experiential marketing exciting. It’s not just a cool movement, it’s progressive and effective.

Besides, it allows brands the opportunity to build campaigns that are targeted to a specific audience, resulting in a more tailored and emotional involvement. Experiential marketing enables brands to create an effective experience that their target audience want, instead of hoping that it will be enjoyed. Although an effective technique it is important to highlight that it’s not always easy to measure conversion rates, but apps like SNAPPIC are making it easier for brands to capture data.

What is experiential marketing?

Experiential marketing allows brands to create an intimate experience with their consumer by engaging them in an unforgettable experience, that stimulates a positive association with their brand, resulting in brand loyalty and an increased possibility of long-term sales.

Want to find out how your business can benefit from experiential marketing? Here are four ways it can add value to your marketing campaigns.

Authenticity

Authenticity is a marketing buzz word, but it’s not as easy to achieve with traditional marketing techniques, purely due to their impersonal nature. Additionally, with the constant influx of online and offline advertising, we are intentionally snubbing them and moving onto what we want to consume. However, with experiential marketing, there is an opportunity to form a genuine conversation that is reciprocated and offers a positive humanising experience, that means more to consumers than the cold ads that are expected from traditional marketing methods.

Brand Loyalty

Every brand wants a loyal following, but when we look at their marketing strategies – they are still pushing ads that are not personalised to what their target audience wants to hear, but what they think their audience wants to hear. This is where experiential marketing steps in and delivers an in-person experience, allowing consumers to interact with the brand in real-life, share their thoughts and from henceforth have an emotional connection. It is that connection that builds brand kinship, leading to return customers and brand loyalty.

Word-of-Mouth Marketing

Word-of-mouth will always be a powerful marketing tool for any business. A customer who enjoys what you have to offer, whether it’s great customer service, a product that delivers, or an event, will share it with their circle without being told to (unfortunately this is the same for negative experiences). Experiential marketing promotes word-of-mouth, and the sharing of the experience will expand beyond what an online ad could deliver, both online and face-to-face.

Brand Awareness

Creating brand awareness goes further than a customer simply recognising your logo. It allows them to learn about your values, mission and brand story. Experiential marketing encourages the ability to build that connection and nurture long-term relationships with your consumers. It breaks down the barriers most online brands face with the prospect to create authentic experiences, resulting in brand awareness.

There are more positives to experiential marketing than there are negatives and that’s truly down to the genuine interactive and value consumers will gain when they come in contact with a new brand or one they are already aware of. It’s the kind of connection you can’t buy online, no matter how many Facebook and Twitter ads you push out there. Also, with technological enhancement such as Snappic's photo booth software, it's become easier to collect data and stay connected with your consumers even after the event