What is Experiential Marketing?
Experiential Marketing is a growing trend that directly engages consumers with brands through the creation of experiences. Brands use this technique to market their products and services by creating an emotional response for the consumer. As traditional marketing methods such as TV advertising are becoming less effective, it’s easy to see why brands are turning towards experiential marketing to create more direct relationships with consumers.

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In today’s consumer-centric world, it is imperative that businesses snatch every opportunity to build long-lasting relationships with their consumers and differentiate themselves in the overcrowded marketplace. A brand must interact and gain the trust of consumers on a personal, more intimate level. Events have become key to connecting brands with consumers on all levels. They have the power to create a connection between a brand and consumer on a very personal level, raise brand awareness, improve brand perception, and create long-lasting rapport with customers. With a variety of events gaining so much prominence in the marketing industry, it is crucial that we as professional marketers understand how to strategically plan events and utilize all aspects of marketing—including print.

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