Why Experiential Marketing Works
Experiential Marketing is on the rise and we’ve been busy, so it must be true. Marketers are dedicating larger budgets toward incorporating these initiatives into their marketing mix. According to Event Marketer’s Event Track 2014, it’s an increase of 5% and is expected to be higher throughout 2015. It also says that marketers saw an ROI of 5 to 1–that’s 7% higher than the previous year.
But what is it about experiential marketing that makes it so successful? According to Quartz, it’s “an alternative to hard-hitting selling tactics, experiential marketing is fuzzy and abstract—prioritizing delight, touch, wonder, play, and encounter.” This is a great description and these attributes touch upon emotions and emotions are what drive sales!
Experiential marketing can be incorporated into the marketing mix in many ways and with that comes flexibility to develop a successful program. With so many choices, marketers select the solution(s) that best fits their brand and (prospective) customer. As new technologies continue to emerge, the number of options grows: gamification, RFID, custom apps, beacons, wearable technology, infotainment, interactive and immersion experiences—the list goes on.
Marketers are learning that active participation between the customer and these programs is increasing. It’s driving engagement and it’s deepening the emotional connection to the brand through these new and innovative experiential solutions.
Want more information on adding experiential solutions to your next marketing event? Learn more!
Elation Digital develops a wide variety of interactive brand experiences and event technologies to draw crowds for tradeshows, events and mobile marketing tours including photo & video activations, custom branded games, infotainment, social media, data capture, tracking and reporting. Their solutions are perfect for all budget levels from simple solutions to complete integrated campaigns.