Experiential marketing is a growing trend that provides customers with an engaging and unique in-person experience. The interactive elements of experiential marketing often result in it being called interactive marketing. This specific marketing method builds a relationship between the consumer and the brand, making it memorable. When a brand stirs genuine positive emotions within participants, they are more likely to associate the emotions with the brand, which is far more effective than showing them a Facebook advert.
Experiential marketers do things differently to conventional marketers, as consumers are encouraged to do more than listen and watch. They test or try products in a fun and interactive way, with the marketers facilitating the interaction. Individuals participating in experiential marketing are 89 per cent more likely to share their experiences with others, which leads to another form of marketing that is excellent for your brand: word of mouth.
Excellent examples of experiential marketing in London
Sensodyne sensitivity test
The manufacturers of Sensodyne launched a new complete protection toothpaste at an event in Potters Fields Park. Participants engaged in games, won prizes, received free samples, took photos in the photo booths, and participated in other fun activities. This is an excellent example of an already established brand successfully implementing experiential marketing in London.
In promoting the Doc McStuffins series in conjunction with increasing sales of the Disney’s Doc Clinic at top toy stores in the UK, including Toys R Us, Smyths and Tesco, young children were given the chance to diagnose what was wrong with Big Ted. Around 8,000 children participated and were given ten minutes to establish a diagnosis. Sales increased by 53 per cent after this experiential marketing.
Mountain Dew guerrilla tour
Everyone is familiar with Mountain Dew. Regardless of how well it was selling, the 2012 Mountain Dew guerrilla tour was a perfect example of how an established brand can carry out experiential marketing in London to strengthen brand presence. The marketing team from this brand went on a 43-day guerrilla tour, with consumers targeted in city centres and at transport hubs and festivals. The team handed out free samples, had prize giveaways, and hosted competitions.
Derrick Rose and Adidas
To promote its new signature sneakers in 2013, Adidas appointed Derrick Rose of the Chicago Bulls to be in attendance during challenges where fans could win free trainers if they could take them from a shelf ten feet in the air.
Ikea store sleepover
Ikea hosted a sleepover at its Essex store in 2011. More than 100,000 people applied but just 100 were given the opportunity to sleep in one of the Ikea warehouses. While this might not sound like fun, it was the presentation of the marketing that made the difference. These participants enjoyed a bedtime story read by a celebrity and won massages and manicures; in addition, they were given expert advice on better sleep and how to choose a mattress. Sales after this marketing experiment went up, even though many were already familiar with the brand.
Research shows that consumers love free stuff and the more interaction they have with a brand, the better the result. Any brand can be strengthened simply by taking a look at what other brands are doing to interact with their customers.