A rising trend in marketing today, experiential marketing is taking the marketplace by storm. While this type of marketing started in the tourism industry, it’s now expanding into every other field as well. But what are the benefits of experiential marketing? And how can you take advantage of the benefits to help your business grow? In this article, we’ll look at some of the primary reasons why companies and individuals are turning to experiential marketing and provide some helpful advice on how you can do the same.
Gives Consumers the Option to Try Before They Buy
People may want to buy an item, but they also want to test it first. When a person gets an opportunity to try out a product, they can see if it fits into their lifestyle before purchasing. A benefit of experiential marketing is that it allows consumers to make that decision with some certainty. It’s better than blind buying because a person will know exactly what they are getting in quality and usability. This makes people more likely to make a purchase because they know for sure that it’s going to be something that works for them.
Utilizes Both Inbound and Outbound Marketing Tactics to Engage Consumers
Anyone who has been to a restaurant or food truck in their life knows that you don’t always know what you want until you’ve tried it. In much marketing, consumers don’t have access to products to try them before they buy them (although clever marketing strategies are becoming more common).
One prominent exception: Restaurant and food truck menus. At least here, customers have a pretty good idea of what they will be getting prior to ordering. This is often not the case with other types of products—and for these types of product categories, experiential marketing can play an important role in helping consumers make informed decisions about whether or not they want to purchase.
Creates Authentic Interactions with Consumers
When brands create an experience for their customers—something memorable and exciting—those customers interact with a brand authentically. They form stronger connections with a brand and are more likely to recommend it to others. An experience lets them see how your product can fit into their lives, making you more relevant as a company.
Creates Insights for Your Brand by Allowing Your Customers to Interact with Your Products
Customers are likely to be more knowledgeable about a product after experiencing it than they would have been without experiencing it. Getting a customer actually to use or engage with your product can give you valuable insight into what they like and dislike.
Provides Brands with the Opportunity to Follow Consumer Needs
It’s not always easy to keep up with consumers these days. They are becoming increasingly harder to reach and more selective about who they listen to. Brands that take part in experiential marketing get close with their target audience by creating memorable and meaningful experiences. Even as technology gives us more avenues of communication, it’s often easier for consumers to remember a brand when they can physically interact with it. The idea is that if you can experience your product first-hand through a branded experience, then you will be more likely to buy it again later on down the road.
