Experiential Marketing: Creating Lasting Impressions on Customers

Running Head: EXPERIENTIAL MARKETING 1
Name
Instructor
Institution
Course
Date

EXPERIENTIAL MARKETING 2
Introduction
The purpose of every business organization is to achieve a certain objective or profit from
any activity or process that it intends to undertake. We are living in an error where customer
attraction is getting more and more difficult. For instance, buyers strive to control market niche.
Companies and business organization are focusing on ways of satisfying customers. This
satisfaction is realized through the branding of products they intend to offer to customers. One
such strategy in the market is experiential marketing.
Experiential marketing is the application of direct contact with the customers, creation of
public relation and branding product to entice the audiences (Kerry, 2016). Every company is
striving to build brand affinity to drive customers towards their product. The companies will
ensure that their customers are kept in touch. Any update to the product is passed to the
consumers. Companies will take the risk in advertising product even in the customer's conscious
about the product even the old market companies are not leaving anything unturned. They have
taken action in experiential marketing to ensure competitive advantage (Reham, 2016).
Vast, arousing and long lasting experiential advertisement can make a company draw
customer's attention and they give audience passage of any information about your products
without much struggle. Though this might be challenging to new entries in the market, according
to (Schmitt, 2016), experiential marketing is taking the market as a strategy at a very high rate.
The adaptability of this strategy accrues from the fact that once a company engages consumers
using branded experience, the impact they create is permanent and when one moves from one
audience to another, the same brand is used to engage the new consumers(Maslowski,2016).

EXPERIENTIAL MARKETING 3
Narrative
Since there are no appropriate means of approaching audiences in any market,
experiential market involves creating an impression that would last long in consumer's memory.
Experiential and events are two terms which when one wishes to use any, might not separate
them, (Solis, 2015). The fact that when crafting an event, you need a prior experience, hence the
two relate. According to (Marisa, 2016), event management relates to experiential marketing
campaigns in two ways. The best way of having such a long lasting branding to your product
would be enhanced by the use of a hashtag which should be unique but memorable to your target
audiences (Brinker, 2016). For a good event or experiential market, it demand studying your
social gathering and coming up with what would impress them to perfection. (Legorburu,2014),
says, having questionnaires prepared to study the depth of the campaigns would be the best way
to measure your experiential marketing.
Experiential marketing helps you to make the brand live, creating a permanent experience
that leaves the audience with a positive brand impression. The challenge of these events is that
they require social intermarriage with what to be promoted. The social content of any audience
ought to be known and strategy made for experiential marketing (Praet, 2014). Such social
content can be coming up with free gifts, price tags and others such as raffle drawing. But these
should not be used as the main target to the audiences. Such activations can't be taken as real
experiential. What is needed in experientially is the creation of a contact with the audience and
draw their attention without their consent. Experience marketing gives the consumer the
opportunity of interacting with the brand product being promoted or brought to the market for
the first time, mostly where the owner of the brand can monitor such interaction. This kind of
marketing aims at appealing to the knowledge, affection, and manipulation of the brand directly

EXPERIENTIAL MARKETING 4
as there is one onto one interaction with the brand. This affection is aimed at bridging the gap
between the brand owner and consumer expectations (Van der Wagen, 2018). Product
promotion, online services, stall displays, showrooms, samples are all very vital types of
experiential marketing that have been there since the existence of marketing. This tactic when
incorporated with the market target, yield the success of any business.
Today, experiential marketing is going a notch higher in exploring the market. Through
the internet, virtual networks, standards being set and ease of access and availability of brand
product have shifted the experiential marketing strategy. This has shifted the focus to consumer
demand and feedback they give during these campaigns (Garrido, 2018). When experiential
marketing and events management are coupled, it is possible to harness the power of both
finding success in today's changing marketplace. Event management help in how best to set
experiential marketing goals, develop strategies and tactics that measure experiential marketing
success.
In the past years, event management was trendy exhortation that really set the stage for
experiential marketing. While experiential marketing and event management are two different
things, they are intertwined and knowledge of both is necessary for ultimate success. This is to
say, experiential marketing focuses on creating conspicuous interaction and a sensory appealing
situation in which products and services are showcased. However, event management focuses on
client experiences as a whole not just as the delivery process for promotion strategy. The
experiential market is a way of direct communication to customers when campaigning for any
product (Birkholm, Ron & Nash, 2014).