• Home
  • Experiential marketing: how to make the consumer the protagonist by creating experiences
passage of time

Experiential marketing: how to make the consumer the protagonist by creating experiences

An evolved form of customer experience, experiential marketing leverages the emotional sphere of the consumer to create a personal and lasting bond with the brand. The intensity of the experience, built to be engaging, relevant and personalized, promotes not only the product but a lifestyle, increasing perceived value and brand loyalty experiential marketing agency toronto.

An experience is worth much more than a commercial. This is the philosophy behind experiential marketing , the marketing technique that creates experiences between brands and consumers . An almost obligatory commercial approach for brands in the digital age, where communication is fast and crowded with voices, especially on social networks. Brands risk becoming less relevant and losing contact with an audience looking for a consumer experience that is not necessarily linked to the product.

Experiential marketing offers the opportunity to intrigue and involve the consumer in a direct way, by appealing to his sensory experience and to the emotional sphere . Shows, games, invitational events and augmented reality immersions are just some of the forms of experiential marketing. The goal is to motivate, provoke, inspire and put the consumer back at the center, finding what is truly useful, fun and exciting for the public. The person is the heart of experience marketing campaigns.

How experiential marketing works

Experiential marketing allows the consumer to “experience” the brand through an event that connects him to the brand and its products. The consumer  is not always guided by rationality in his purchasing choices but also, or above all, by emotional factors; he is looking for engaging, pleasant and personalized buying and consumption  experiences, and experiential marketing takes him to the center of the scene (this is why we speak of a “consumer Actor”).

This evolved customer experience creates one-to-one connections between brand and customer and enhances engagement thanks to the personalization of the offer and the reactions stimulated on an emotional level. The impact is potentially much more incisive than classic advertising communication as there are potentially infinite spaces for the brand’s creativity to provide a marketing interpretation of the experience that is meaningful and desirable for its audience.

The most successful experiences try to stimulate reactions on multiple levels. For example, a fitness brand could create events such as outdoor exercise classes to bring the public closer to sport by creating an experience that combines training with sharing with other people, the drive to change lifestyle and alignment with the vision of sports activity as psychophysical well-being and sociability.