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You may have heard of it before, but what exactly is ‘Experiential’ marketing?

Written by: Greg Pipe

Article Overview: What's the difference between experiential marketing and other forms of guerilla advertising? Are they the same thing? Although both look to reach an audience in different ways, experiential marketing is more about the message than the delivery technique.

You may have heard of it before, but what exactly is ‘Experiential’ marketing?

In essence, experiential marketing is the ability to connect with a potential customer through a more emotive experience.

Shortened attention spans of a public inundated by a plethora of advertising media, coupled with a need to make a greater impact in that shortened time period, has resulted in the emergence of a marketing approach that engages many of the viewers' senses. Experiential marketing has succeeded where other approaches have failed, by appealing on both the emotional and rational response levels.

The experiential marketer must have a strong understanding of the target audience he wishes to attract. The advertising displays must inspire feelings of comfort, pleasure and practicality. In this manner it is possible to influence the customer towards the advertised product, when it is understood how they think and feel.

Visual appeal is one element of an experiential advertisement, but the ad must also inspire reminders of scenery and sensations that are enjoyable to the viewer. Involving the customer in the experience displayed in the ad strengthens the feeling that the goods advertised are needed and desirable with each subsequent viewing.

Advertising, whether it be on the internet, in print, on television and other displays, must first catch the attention of prospective clients, then hold that attention long enough for the message to come through. By appealing to the senses on several levels, experiential marketing has more success in attracting the client, than in any other previous marketing efforts. By connecting with the consumer on many levels, experiential marketing makes a strong, quick impression, thus is ideally suited for the brief attention span of the modern viewer.

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Article Tags: audience, delivery technique, different ways, experiential marketing, guerilla



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