Today, traditional marketing is no longer enough. The average person is exposed to around 3,000 adverts per day, that's about 1.2m a year. It's not surprising, therefore, that most people try their best to avoid the daily bombardment of such traditional advertising. But this means that we creative people need to develop new and exciting ways to grab people's attention, and one such approach we can offer is experiential marketing.
But what is Experiential Marketing?
Experiential marketing is about more than just giving consumers samples and offers. It's also about delivering a live brand experience that engages and encourages them to interact. While traditional advertising communicates a brand or product visually and verbally, experiential marketing is about connecting with consumers through live face to face experiences, creating personal and relevant memories by engaging as many senses as possible. In this way, experiential marketing can encompass a variety of other marketing strategies, from individual sampling to large-scale guerrilla marketing.
What is Guerrilla Marketing?
Guerrilla marketing is an unconventional advertising strategy which relies on time, energy and imagination to promote a product or an idea, rather than just a big marketing budget. Such marketing campaigns employ low-cost but imaginative, unexpected, engaging and thought-provoking tactics such as intercept encounters in public places, street giveaways of products and PR stunts. The objective of these is to create unique, engaging and thought-provoking experiences in order to generate a buzz and go viral.