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The Importance of Experiential Marketing for Events

Taylor Shaw |

GettyImages-487206398Experiential marketing—using immersive event experiences to market a brand or product to consumers—continues to surpass traditional marketing techniques in terms of effective marketing strategies. Between traditional marketing media and digital media, experiential marketing has a variety of mediums to compete with, but in terms of consumer satisfaction, engagement and brand loyalty, none compare to events. Where traditional forms of marketing are one-way communication lines to the consumer, experiential marketing creates a conversation with the consumer, and this provides marketers and event planners with an extreme advantage. Need some convincing? We’ll break it down for you.

Why is experiential marketing so effective?

Essentially, experiential marketing opens up avenues that were previously off-limits to marketers. While digital media like videos and email marketing give marketer the opportunity to help establish a brand voice, the voice is only ever speaking at the consumer, rather than with the consumer. Experiential marketing brings that voice to life, establishing a fuller, more interactive and appealing brand perception.

This interactivity speaks to the true nature of experiential marketing and its power. The more interactive and engaging an event is, the more memorable it will be to a consumer. Of course, you don’t want to overwhelm your attendees, but with the right direction and placement of interaction, your attendees will be happily engaged. Engagement is a standard of measurement for a variety of marketing mediums, but no engagement is quite so meaningful as those of experiential marketing, as the engagement is in-person, face-to-face. Don’t worry, you can still come back from your event with data-driven engagement results if you utilize session tracking technologies. However, each pinpoint of engagement will be more valuable with experiential marketing, due to its more personal nature.

Memorable moments, high-quality engagement, open conversation: are you seeing the fully painted picture? Experiential marketing is the perfect method to increase measurements of brand loyalty and consumer satisfaction. By putting in the effort to create a pleasant and memorable experience for your target consumers, you’re telling them that you value them; you value their perceptions of the brand, their feedback, their voice and their participation in your brand. The more your attendee and consumer interacts with your brand, experiences it, immerses him or herself in it, the greater the attachment.

Whether it’s an Instagrammable brand activation or a participatory pop-up, your attendees are given the chance to be a part of your brand. They get to show it off, sharing your fancy food or fun photo booth with their friends and followers, spreading their love by word of mouth. Experience and events, rather than pre-made content, is far more exciting for consumers to share with the world. They want to take pride in the relationship they have in your brand, and you gain points for loyalty when you can give them a memorable moment they want the world to see. Experiential marketing is about building a relationship with your consumer to prove to them that you value them. It’s about storytelling, communicating, engaging honestly and openly, allowing your consumers to go out and find what they are looking for in your brand. The more time, effort and budgeting you invest into this relationship, the more you’ll get out of it.

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This Post was Written by Taylor Shaw

Taylor is a summer marketing intern at Aventri. She is currently a rising senior at Fordham University, where she studies English and Marketing. On campus, she is the managing editor of The Fordham Ram, the university’s 100-year-old newspaper. She...

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