Experiential Marketing: Creating Lasting Impressions on Customers

Experiential marketing is a strategy that involves direct contact with customers, creating public relations, and branding products to entice audiences. This article explores the benefits of experiential marketing, its dimensions, and how it can be measured. It also provides tips for effective experiential marketing.

Runni
ng 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).

EXPERIENTIAL MARKETING 5
Most companies believe that they deliver superior customer experience through event
management, but for the experiential market, any company deemed to enjoy a competitive
advantage in branding should focus on these factors as determined by experiential marketing
outcome. Design-this is what customer needs and it is equally offered as for their specification.
Traditional marketing would demand that we divide the customers into sections and provide
products according to their needs. However, event management and experiential marketing go
the extra mile in looking at customer's ability and willingness to the product. Once this is done,
they even give the customer a chance to be a brand ambassador.
Delivered-through event management and experiential marketing, a company takes a
total responsibility of finding out what their audience demand, what time is required for delivery
and they dig up for the feedback provided by customers. This helps the company in tailoring the
brand as the customer specifies. Through the delivery, they are able to communicate customer
experience. The develop-the main ideal behind experiential marketing is the ability of any
company to please the customer again and again. Event management is required in such case, the
planning process, training people in how to create good customer rapport and the direct
establishment of customer experience.
All these three factors work together in reinforcing the brand and creating customer
impression, thus any company ought to focus on them when dealing with experiential marketing
as a market strategy. Experiential marketing does not apply in every market and does not work
for everybody. It requires a deep and through engagement and requires a lot of input, mostly in
human resource. The manpower is a need for field purpose and campaign rallies. According to
(Murad,2016), experiential marketing focus on getting people to talk, a lot of keen listening and

EXPERIENTIAL MARKETING 6
understanding of brand being promoted. Brands are advised to focus on experiential marketing if
their aims and target involves the following.
A collaboration of face to face with speech involving the brand product to be availed to a
certain group of customers. More interaction with customers both online and offline to improve
on the access by customers. If the company want to include the customers as one of their brand
ambassadors and incorporate the consumer in brand research. The organization wants to have
control over the customers and remain abreast with them while enjoying their services. Paul
Duffy, vice president of partnership marketing at next marketing agrees. "we start with
knowledge of client's needs and how they are well versed with experiential activities in the
market set up”. In this, Duffy wants us to understand the conduct aimed at customers and the
section they play by:
a) Knowing the component of your customers
b) Knowing what needs and wants to drive your customers.
c) Knowing the prior knowledge your customers have concerning your brand
product.
d) Knowing if your target audiences have questions about such products.
To understand all these, event management should take a central role in planning the
experiential marketing strategy to be undertaken.
In our modern society, (Badot, 2014) we have several of what we can consider
experiential marketing in various form, we are exploring a few such as:
Tradeshows

EXPERIENTIAL MARKETING 7
This is where a perfect opportunity to explore experiential marketing can be seen. here
there is testing, and all sensory appealing are applied. In this case, an everlasting emotional tie is
created. For instance, testing a car one wants to purchase would have appealing emotion ties.
Advertisement
A vast experience is attained when a customer interacts with the product being
advertised. whether on television, newspaper or billboard, any advertisement leaves a permanent
appealing to the product by the customer. Such an occasion can be considered as experiential
marketing as the customer can get more about the brand from the advertisement.
Via Guerilla Strategy.
Application of the orthodox method to counter what ought to have been provided might
create an impression to the target audience. This will make the customer have a memorable idea
about what they negatively saw which they had not expected to find. Such occasions can lead to
experiential marketing.
For an appealing experiential marketing, some tips can be applied as proposed by
(Morgan, 2014).
1. Selecting your audience and provide a unique product to discuss.
2. Giving the audience an opportunity to experience the brand product and enable
them to share their experience publicly.
3. Use of outdated ways of appealing to the customers, this would create a
memorable experience with the product.

EXPERIENTIAL MARKETING 8
4. Be ready for criticism from your brand product, show no sign of regret to the kind
of questions raised however rhetoric they might seem.
5. Use the outcome of what you have been exposed to in improving or changing to
another brand if need be.
How to know the existence of experiential marketing?
Like other marketing, experiential marketing has no different indicators apart from
normal marketing measures. The indicators like web analytics, social media monitoring metrics,
media relations impression are the gauges of experiential marketing. Taking the ART approach
to measuring experiential marketing can determine the failure or success of the experiential
marketing strategy.
Activity- how you felt during your marketing, the effort applied and achievement of the
intended goals.
Relevant- was the experience effort applied relevant to the targeted customers.
Target- was the effort employed met the audience planned for. The event management
should be used in hand with the experiential market to achieve this target.
Dimensions of experiential marketing
In our endeavor to understand what is experiential marketing, we have to look at the
dimensions with can be used to translate an experience into a more marketing ideal.
The consumer experience

EXPERIENTIAL MARKETING 9
Most of what is known about the market set up involves consumer-seller interaction, such
interaction is what business organization use to analyze the market and know the type of
marketing to employ, as discussed before, it’s upon the company which wishes to employ
experiential marketing strategy to study it customers and know what experience they have about
their products (Irmark, 2017). A consumer applies different types of input which differ from the
output ways they deliver their information.
The experiential boundary.
The experience the consumer has about the market coupled with the knowledge of the
brand product would be vital and as an employer of experiential marketing, one has to explore
the experiential process on factors that are involved in consumer experiences. The focuses on
factors that lead to consumer product experience are also explored in the experiential interface.
Environmental factors call for event management to look at boundaries, themes, atmosphere,
event and security (Deborah, 2016). They are there also to access the degree of participation.
The marketing experience
The company intending to use experiential marketing need to undertake research ion the
market to know what marketing experience it should apply in order to appeal to the customers or
the audience its targets. Market experience will enable those sent to do the campaign to know
where to start and the material to be offered. The way to carry out these experiential marketing is
of more calling and need to be explored prior to the start of marketing strategy.
Conclusion

EXPERIENTIAL MARKETING 10
To understand experiential marketing, we can look at characteristics which distinguish
from other types of marketing. These characteristics are drawn from the above dimensions of
marketing. This is what one would call narrative. For effective experiential marketing, the group
should be creative enough to narrate to their audience about what entails their products brand.
The appealing and memorable narrative is what drives what one may term as best experiential
marketing when promoting a certain product in the marketplace. The type audience one target
should be connected to kind of brand they want to promote. Connectivity involves link of events
as arranged by managers. The kind of narrative given about brand in any experiential marketing
should be connected to its use and the target audiences. Generally, experiential marketing is an
experience that is effective in cutting through the clutter and encouraging target audience to not
only hear your marketing messages but share them with others.

EXPERIENTIAL MARKETING 11
References
Badot, Vukadin, & Lemoine, (2016). Opportunity and Risks of Combining Shopping
Experience and Artistic Elements in the Same Store: A Contribution to the Magical
Functions of the Point of Sale. Journal of Marketing Management 32:9-10.
Birkholm, Ron &Nash, (2014). Connect: How to Use Data and Experience Marketing to
Create Lifetime Customers. John Wiley &Sons.
Brinker. S. (2016). Hacking marketing: Agile Practices to Make Marketing Smarter, Faster
and More Innovative. John Wiley &Sons.
Deborah, Whan &Andreas, (2016). Brand Admiration: Building a Business People Love.
John Wiley & Sons.
Murad, Pavur &Abdullah, (2016). Factors Influencing Web Customers’ willingness to
Engage in Online Shopping with an Internet Retailer. Journal of Internet Commerce
15:3.

EXPERIENTIAL MARKETING 12
Garrido, Camarero & Carmen, (2018). Exploring The Experience Value of Museum Visitors
as a Co-Creation Process. Current Issues in Tourism 21:12.
Irmark, Tuba & Settar, (2017). Examining The Effects of Experiential Marketing on
Behavioral Intentions in a Festival with a Specific Sport Event. European Sport
Management Quarterly 17:2.
Kerry &Hanover (2016). Experiential marketing: Secrets, Strategies, And Success Stories
from the World’s Greatest Brands. Willey.
Legorburu & Darren, (2014).Storyscaping: Stop Creating Ads, Start Creating Worlds.
Wiley.
Morgan. J, (2014). The Future of Work: Attract New Talent, Build Leaders, and Create a
Competitive Organization. John Wiley & Sons.
Praet. D.V (2014). Unconscious Branding: How Neuroscience Can Empower and Inspire
Marketing. St. Martin’s Press.
Rahman, Philip, Hartmut, (2016). Understanding Communal and Individual Customer
Experience in Group Oriented Event Tourism: An Activity Theory Perspective.
Journal of Marketing Management 32:9-1o
Reham, Ghoneim & Ying (2016). Abrand Preference and Repurchase Intention Model: The
Role of Consumer Experience. Journal of Marketing Management 32:13-14
Schmitt H. B, (2016). Experiential marketing: Hope to Get Customers to Sense, Feel, Think,
Act, Relate. Co-Author of Marketing Aesthetics.

EXPERIENTIAL MARKETING 13
Solis. B, (2015).X: The Experience When Business Meets Design. John Willey &Sons.
Van der Wagen & Lauren, (2018). Event Management: For Tourism, Cultural, Business
and Sporting Events. Cengage.