Experiential marketing, also known as event marketing, engagement marketing, or live marketing, has been gaining a lot of momentum in the past several years. Brands are increasingly realizing its huge potential, especially when it comes to engaging millennials, who mainly prefer spending money on experiences.
As a matter of fact, 3 in 4 Millennials (78%) would choose to spend money on an experience over buying something desirable, as shown in the recent study by Harris Group. Experiential marketing brings very promising results, but what is it that makes it so powerful? Why should you implement it into your marketing campaign? Here are the top reasons why.
Creating Tangible Experiences
By setting up experiential marketing installations, that is, your pop-up shops, you enable consumers to see, touch and really feel what you have to offer. When they experience your brand like that and get a real taste of your products or services, they’ll connect to your brand emotionally. They’ll have a memorable experience that will bring them closer to your brand.
Building Two-Way Conversations
Experiential marketing enables you to interact with consumers face to face, making emotional connections and truly engaging them in your brand. That’s the power of two-way conversations that encourage participation, spur a call-to-action, and inspire loyalty.
Inspiring Authentic Interactions
Letting your consumers get their hands on your products creates an authentic interaction that’s incredibly valuable to your brand. Authenticity is what inspires consumers to become loyal customers and brand advocates. Together with two-way conversations, it’s what enables you to create meaningful relationships with them and become their go-to brand for their main pain points.
Experiential marketing can bring plenty more benefits to your brand, so you should really start implementing it into your campaign. It will enable your customers to truly understand your brand in and out and actually become a part of it.