ETIP #141

Experiential Marketing: Creative that literally works!

Experiential Marketing: Creative that literally works!
While advertising creative serves an important purpose across mediums, experiential marketing strives to generate an actual connection with the consumer. The experiential approach means thinking about time as your currency, and developing ways to have your customer spend time with your brand. Compare the impact of a customer reading your ad copy for one minute, or physically engaging with your brand for ten times as long. In addition, experiential marketing provides something memorable. The experience resonates with the consumer, making him or her excited to share through social media and word of mouth. Savvy marketers can also develop experiences in places that are unexpected – in a mall, at a park, a busy street corner, or even inside a bank. A clever marketing experience can be skinned with technology for even greater reach. A mobile app that extends the adventure requires no sales, but enables the consumer to continue the fun. In addition, a well planned experience and supporting app can generate an incredible investment return with a huge number of free social shares and impressions.