What is experiential marketing
There are so many different branches of marketing it’s enough to just about make
your head fall off following them all on twitter.
With only being in the industry for two weeks now, something that I initially
struggled to get my head round was trying to define the difference between them all.
From marketing, to guerilla marketing, experiential marketing, public relations, brand
communications, event management, advertising, etc etc. All are slightly different
approaches to creatively communicating (and selling) to the customer, but what are
their unique strengths and weakness?
This blog focuses specifically on defining experiential marketing, which is a relatively
young market within the industry, however minds from across the industry are
beginning to understand the benefits of including it into their branding campaigns.
Experiential Marketing has two stand-out features. Firstly, like all forms of marketing,
the way the brand markets its values MUST target a specific core audience. Secondly,
it has to be able to emotionally move that audience. But what distinguishes
experiential marketing from say advertising is that it’s done via a theatrically
engaging medium. Rather than being produced digitally, it’s produced live, at an
It’s about firstly finding the type of places your target audience are likely to be
hanging out in and then coming up with a block rocking theatrical idea to interest
them and reel them in (for example Aqua fresh provided teeth cleaning stations at
festivals to festival campers who would probably desire the product at that moment of
time). The idea has to focus on emotionally connecting with a desire or lifestyle
image in which your audience is likely to be drawn towards.
Essentially, a brand is a lifestyle; experiential marketing is about opening the door
into that lifestyle. It’s almost as if the brand has morphed into the physical carnation
of how it wishes to be perceived as by it’s target audience. This vividly opens the
consumer’s senses up to what that lifestyle smells and feels like. It’s a memorable
experience, which sucks the consumer in by the intensity of the experience they are
given, as well as by the uniqueness of the location in which it is situated (which is
usually at a fun festival or stadium), so that the consumer is literally sucked into the
lifestyle/ brand for the briefest of moments and then comes out with the memorable
experience placed in the back of their minds.
Think about how Red Bull does experiential marketing. They put on spectacular
snowboarding/ motor biking/ daredevil type shows in big stadiums. These events
connect with the lifestyle interests of its target audience. They allow their audience to
experience the brand in its fullest adreneline rushing, energy boosting glory, which
they then memorably associate with the drink, and are moved to tell their friends
about the whole thing.
Experiential is more than just handing out a product sample. It’s about putting on an
event that consumers will experience, emotionally connect, and then go back to their
lives having experienced and enjoyed the brand.
Although earlier I said that it’s about locating where your target audience hangs out,
that’s usually the case of a well-refined case experiential marketing strategy. In
general terms these experiential marketing events are likely to end up taking place in
shopping centres, which also makes a lot of sense.
Everybody loves going shopping, it’s a fun experience of browsing at largely
unethically sourced goods and trying to figure out what lifestyle/ brands fit your
personality. Experiential marketing adds a little extra fun into the whole shopping
experience. It allows brands now the ability to physically leap out from out of the
shops and really try and make you understand what the values of the brand are, and
convince you that your lifestyle is suited towards buying into it. Sounds frightening.
But it’s actually a great way of helping people visualize what sort of person they can
become, and what values they stand for. It enables companies not only to sell the
product, but also to entertain and educated as to why this is the right product for the
At scene2 we seek to tell a story in a theatrically engaging medium. In telling a story
we ensure that the mind of the consumer is captured and fascinated, therefore the
power of the story and the experience will mentally connect with the brand. The
injection of scene2’s theatrical and experiential expertise will guarantee any creative
project stand out from the crowd. You can visit the Scene2 website here
The fact is that article marketing is unquestionably one of the most popular and
effective online marketing techniques for generating traffic and building trust, but it is
also a important way to build high quality one-way links to your web site. In my own
SEO and marketing efforts, article marketing has always been the most important task
as for me it brings the most success.
What is the common form of article marketing?
You write an article about 300-650 words long - this depends on the article directory
you want to submit the article, then make a resource box with the author bio and link
to your site using the keywords you target.
You can find many powerful article directories for example ArticlesBase - which is
my favorite - but there are literally thousands where you can submit your articles
Some people have concerns about submitting identical articles and content to more
than one article directory, not to mention hundreds of them. This is because of the
myth about duplicate content and because some SEO experts have claimed that links
from same content do not really count in Google. This could not be farther from the
truth. After testing a lot I have realized, the more articles I submit to article directories
- no matter if they are the same, the better.
The only negative thing about submitting identical articles to a large number of sites
is that the anchor text of the links in your resource box is the same and it really Is not
that smart to quickly get 100+ links from article directories with all of them
containing the same anchor text. Though this sort of problem can be easily solved by
changing the author resource box and with that the anchor text. This little technique
has helped me a lot to get the most from article marketing.
Personally, I use article submitter software to speed the article submission process as
it is really time consuming. On top of that, my article submitter software not only
takes care of the submission process, but enables to "spin" my resource box as I can
enter more than one option. In this way, I can submit various versions of my resource
box, without modifying the article itself.
Click here the to check the most powerful article submitter software I use for
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