Spotlight on Experiential Marketing
Think of any major global brand. You’ve seen their commercials. Commercials, that brands have spent millions of dollars to produce and distribute around the world. Do you remember the one you saw a year or so ago? Maybe. Can you remember specific product details from it? Probably not.
How about the last experience you had where you interacted with a brand ambassador at your favorite sporting event or concert? It’s much easier to remember or even pull up a photo or video from that, right? That live experience is the creation of brand affinity through association in a moment of time. When capitalizing on in-person attention, consumers will walk away with something tangible and brands walk away with a new customer or renewed loyalist.
In this Spotlight, we explore the concept of experiential marketing and reflect on its importance as a core tenant within a 360 marketing strategy that truly engages consumers to reinforce long-term brand equity.
Experiential marketing, also known as engagement marketing, is defined by MEC, as a brand execution through custom, hands-on, in-person experiences with the sole purpose to instill brand affinity and recognition with a target demographic. While most advertising formats are viewed passively, engagement marketing is a tactic that results in connection. The term for these branded events is activations. We all know the word ‘activation’ has multiple other contexts within the media landscape, but these types of activations are the ones you should take note of. This form of marketing brings to life a brand on the ground where the people are present and can interact.
Read more about experiential marketing here