Experiential Marketing: The Complete Guide 2024

As marketers, we constantly explore unique solutions and entertain wild ideas, seeking to take our event marketing strategies to the next level.

Experiential marketing is one of the many ways marketers can give their strategies a boost in a way that's not only engaging for participants but also extremely effective—if done well. In this blog post, we will go into detail on exactly what experiential marketing is and ways that your organization can make this strategy your new go-to for 2024.

What Is Experiential Marketing?

Experiential marketing occurs when a team creates an experience that leaves a long-lasting impression on the audience. Sometimes, these events or experiences can be a large investment of time and/or money, but the reward is increased brand recognition and higher revenue.

Let’s say that you are walking on a sunny college campus, and suddenly an eager student wearing a university club t-shirt runs up and hands you a Post-It note that reads “Your smile is infectious!” You are told to spread the positivity and hand this same note to a fellow student on your way to class. Hours later, the entire campus is teeming with people holding brightly colored notes.

This school-sponsored organization was practicing its own form of experiential marketing. By embedding itself into the lives of its “consumers” (students), it was able to make a lasting impression on the students’ memories. More students would express interest in joining the club, which would lead to more members and an increased budget.

A successful experiential marketing campaign is one that quite literally “runs into” the consumer. Your brand and experience should seamlessly flow into the consumer’s life but should also stand out enough to force the consumer to stop and take notice.

What Isn’t Experiential Marketing?

Experiential marketing is trickier to execute than its counterparts. Other marketing tactics like print and digital are quite simple to define, while experiential executions tend to fall in a gray area.

Experiential marketing is not an umbrella term for every advertising campaign that occurs in “real life” as opposed to over a screen. For example, a standalone billboard advertisement is not considered an experiential campaign. An experiential marketing campaign involves the audience directly in the tactic. The audience is active in the advertisement rather than passive.

Experiential marketing is not limited to “real life”. Later in this blog post, we will provide examples of some excellent digital experiential tactics designed by brands. Experiential marketing can take place over a screen as long as the consumer of the content is actively engaging with it.

Below are some examples of advertising tactics that you may see day-to-day. We have defined how and why these are or are not examples of experiential marketing.

1. A banner ad on your smartphone

No, this is not an experiential marketing tactic. The banner on your smartphone is a static advertisement that does not interact with the consumer other than to promote its message. The goal of the banner ad was to garner high click-through rates, not to create an emotional connection with the consumer.

2. Andy Bernard and the cast of “Sweeney Todd” performing in the office (on The Office)

Any true Office fan will remember Andy Bernard’s musical performance in Sweeney Todd. At the beginning of the episode, the cast of the play stages an impromptu performance for the rest of the office. This is an example of experiential marketing, as Andy and his castmates were directly involving his coworkers in the musical experience as they promoted the play.

3. A print ad in a magazine with a QR code for a coupon

Even though you are engaging with the ad to redeem a coupon, you are not having any experience with the brand. If the QR code led to an online game created by the brand or a virtual concert sponsored by the brand, then it would be an example of experiential marketing.

Experiential Marketing Strategies

Experiential marketing tactics have become increasingly prevalent as technology has become more sophisticated. However, like the Post-It note example above, these tactics do not have to be super complicated. Below are some of the most common experiential marketing strategies brands adopt today.

Hosting Events

As we in the events industry know very well, there is truly no replacement for face-to-face interaction. Experiential events are an essential part of your experiential marketing strategy to engage your audience and introduce them to your brand. Many companies have gone beyond the traditional shareholder dinners and monthly sales events to create unique experiences that get consumers talking. 

Installations

Have you ever walked by a pop-up shop sponsored by your favorite TV show? These installations are a way for brands to engage their audience in a particular city or town by becoming a part of their surroundings for a few days or weeks.

Digital Experiences

With our phones and computers playing such important roles in our lives now more than ever, many brands have embraced the fact that consumers are rarely without a device in their hands. By integrating their campaigns directly into your screens, digital experiential marketing campaigns are accessible from anywhere.

Examples of Experiential Marketing

There are so many great examples of experiential marketing out there, but here are just a few events, installations, and digital experiences to help inspire your planning process:

Events

1. Revolve Festival at Coachella - Hosted by the clothing brand Revolve
2. Anheuser-Busch Virtual International Beer Festival
3. Cheetos “House of Flamin’ Haute” Fashion Show
4. Hulu Virtual PrideFest

Installations

1. OGX Car Wash
2. Wendy’s Halloween Drive-Thru
3. HBO’s Lovecraft Country Drive-In Event
4. Reese’s Peanut Butter Robot
5. Netflix’s “The Irishman” Manhattan Little Italy Takeover
6. Dove Body Wash Sustainable Vending Machine
7. Club Wyndham “Elf” Hotel Room

Digital Experiences

1. IKEA + Snapchat Escape Room
2. Canada Goose in California Virtual Reality Experience
3. South by Southwest Virtual Reality Experience

Steps for Creating an Experiential Marketing Campaign

When designing your experiential marketing campaign, your team must create a strategy that aligns with your broader marketing goals. What is the goal of this campaign? What resources are available? What tone do we want to communicate? It is very easy for an experiential campaign to look sloppy if all the elements outlined above are not cohesive. 

If you're considering incorporating experiential marketing into your marketing strategy, here are the steps you need to take to create a successful campaign:

1. Define Your Goals

Brands create experiential marketing campaigns for many reasons. Before you brainstorm ideas, gather your team to decide why you need to execute this tactic in the first place. We’ve named some of the most common goals below, but if none of these speak to your organization, take the time to find your “why."

• Expand Your Brand Reach: An experiential marketing campaign is a great way to introduce your brand to a new region or demographic through location-based tactics.
• Clarify your Brand Image: Consumers want to feel a connection with the companies they support. Experiential marketing is a clear way to announce your brand’s story and ideals to your audience.
• Launch a New Product: Experiential marketing tactics are an engaging way to introduce customers to a new product, either through experiences that enhance awareness or actual product demos.
• Increase Customer Engagement: If you're hoping to recapture the attention of your customers or hook them in a new and exciting way, experiential marketing is a great way to increase customer engagement with your brand and products.
• Boost Sales and Quality Leads: If adding to your bottom line is the goal, an experiential marketing tactic that showcases your product is a great way to attract customers who are ready to buy. You'll also gain leads for prospective customers who are just encountering your product for the first time and might buy in the future if you get them into your marketing funnel.

2. Understand Your Target Audience

To create a memorable experiential marketing campaign, you need to have a deep understanding of your target audience. Conduct market research to identify their preferences, interests, and pain points. This information will help you design an experience that resonates with your audience and creates a meaningful connection.

3. Develop a Creative Concept

Your experiential marketing campaign needs to have a unique and creative concept that aligns with your brand and captures the attention of your target audience. Brainstorm ideas that are innovative, engaging, and incorporate interactive elements. Think about how you can create a multisensory experience that appeals to all senses and leaves a lasting impact.

Of course, your creative concept must stay within the scope of your resources. Outline your budget, time, location, and other project constraints, and design your concept with these limitations in mind.

4. Choose the Right Event Technology 

Event technology plays a crucial role in creating a seamless and impactful experiential marketing campaign. Utilize event technology solutions that allow you to integrate digital elements, such as augmented reality, virtual reality, or interactive touchscreens, into your experience. This will help you create a more immersive and engaging environment for your audience.

If possible, also leverage event technology that allows you to track as many people who stop by as possible. With form fills and surveys, you can track things like total visitors, new customers, repeat customers, interested prospects (leads generated), and contact information for anyone willing to provide it.

5. Create a Comprehensive Promotion Plan

Once you have your concept and technology in place, it's time to create a detailed promotion plan for your campaign. Outline the various touchpoints and interactions your audience will have throughout the experience. Consider how you will promote the campaign, whether it's through social media, email marketing, or traditional advertising channels. It's important to have a clear timeline, budget, and allocation of resources to ensure a smooth execution.

6. Measure and Analyze Results

After your experiential marketing campaign has concluded, it's crucial to measure and analyze the results. Track key performance indicators such as attendee engagement, social media reach, website traffic, and lead generation. By analyzing these metrics, you can identify what worked well and areas for improvement. Use these insights to refine your future campaigns and optimize your marketing strategy.

Track key performance indicators to measure the success of your campaign. Monitor attendee engagement, social media reach, website traffic, and lead generation. Analyze the data to gain insights and make data-driven decisions for future campaigns.

Best Practices of Experiential Marketing

As you craft your experiential marketing strategy, the key is to create a memorable and immersive experience that goes beyond traditional marketing tactics. Follow these experiential marketing best practices to leave a lasting impression on your customers:

1. Maintain Authenticity

Throughout your campaign's execution, ensure your messaging stays true to your brand. Experiential marketing can be one of the most successful ways of communicating your brand image and personality. However, it can easily become disjointed or awkward if your experience does not reflect your brand's values.

To make this easier to understand, we decided to explain by example. Imagine you work for a big-time Manhattan event planning company that specializes in creating daring, off-the-cuff experiences for young and trendy New Yorkers. Below are some key elements that you would consider while designing your experiential marketing campaign:

• Experience: It would be a strange choice for this fashionable event planner to design a common campaign centered in a simple hotel ballroom or a stuffy restaurant. To convey a more avant-garde approach to event planning, the company could instead throw an impromptu street fashion show or flash mob. Onlookers could take photos and post to social media, creating organic buzz around the event planning style of the organization.
• Location: When creating a live event or installation, the saying is most definitely true: location, location, location! These event planners would not be reaching their desired clientele if they hosted the brand experience in a popular tourist zone such as Times Square or a corporate-centric area like Wall Street. Instead, they should search for up-and-coming neighborhoods with a reputation for trendiness. The location of your experiential marketing campaign should enhance the experience and add to the brand message, not argue against it.
• Energy: Have you ever been to a party where you show up ready to dance, and as soon as you walk through the door, your energy goes from yay to… blah? If these event planners organized corporate retreats or spa weekends, it would make sense to create a relaxed mood. However, these event planners need to align their exclusive events with a proper level of excitement.

Evaluate your campaign continuously during the creation phase to ensure that it stays true to your brand’s voice and image. Experiential marketing should clarify to the consumer what your brand is—it should not further muddy the waters.

2. Create a Memorable Experience

Develop a creative and unique concept that captures the attention of your audience. Consider incorporating interactive elements, multisensory experiences, and technology to create an immersive experience that leaves a lasting impact. Especially if your goals for the campaign are longer-term, such as customer engagement and brand awareness, you'll need to make an instant and lasting impression.

4. Train Staff

Ensure your staff is well-trained and equipped to deliver a seamless and engaging experience. They should understand the campaign objectives, be knowledgeable about the product or service, and be able to answer any questions or concerns from attendees. What's more, they should add to the overall experience with the right amount of energy!

5. Foster Social Sharing 

Encourage attendees to share their experiences on social media by creating shareable moments, photo opportunities, or interactive elements. Incorporate branded hashtags or contests to increase the reach and visibility of your campaign.

5. Follow Up with Attendees

After the campaign, follow up with attendees to maintain the connection and nurture leads. Send personalized emails, offer exclusive promotions, send photos from the event, or provide additional information to keep the conversation going.

6. Continuously Innovate and Improve

Experiential marketing is an evolving field, so it's essential to stay up to date with the latest trends and technologies. Continuously innovate and improve your campaigns based on customer feedback, insights, and industry best practices.

Proving the ROI of Your Experiential Marketing Campaign

Although not as glamorous as the actual execution of your campaign, the data collection process post-campaign is one of the most important steps. If you do not analyze the ROI from your experiential marketing campaign, you won’t know if you carried out the goals you outlined earlier in the process.

There are multiple ways to measure the ROI of your experiential marketing campaign, depending on which tactic you choose to employ. Below are some common data elements you can track, but you can always measure additional criteria as it applies to your strategy.

1. Number of downloads
2. Website traffic
3. Number of social media posts and/or tagged photos
4. Percentage increase in news mentions year-over-year

Get Started on Your Experiential Marketing  Strategy

Before jumping in to create an experiential marketing campaign, be sure to weigh the pros and cons of this effort. Experiential tactics tend to be more costly and do take a lot of manpower and time to execute successfully. If the resources are available to you and you think an experiential strategy is the right move, begin to plan.

Do your research—what have other brands similar to yours done in the space? Is there room to differentiate your brand? Outline your goals and write them down so they are always at the forefront of the strategy. Brainstorm multiple ideas, and make sure that they align with your brand image. Keep the campaign authentic and true to the organization. 

Finally, take the time and energy to do a thorough analysis of the success of the campaign. Learn from the campaign's successes, but also its failures. Make note of where things could have been improved upon and use these lessons in the next campaign.

Experiential marketing is a great strategy to set your brand above and apart from the rest. By taking the time to complete your due diligence and craft a compelling narrative, your brand can win earned media and increased exposure in the marketplace. And, you need to make sure that you have the right event marketing platform to track all of your data in one place.