Why Are Experiential Events Rocking the Marketing World?

The traditional tradeshow format is changing and new experiential events are emerging. Experiential Events are events that have a positive impact on your customers so that they take home great memories and your marketing team takes home valuable lead generation data. The trend towards experiential campaigns shows no indication of slowing. Furthermore, experiential events are the perfect opportunity to engage your customer and keep them coming back.

Experiential Events can include use of Video Projection Mapping, AV production, mobile phones, audience participation feedback keypads and other devices and effects that deliver an experiential experience to your guests and in turn provoke an emotional response or reaction.

As traditional forms of advertising decline, companies are continually looking for new ways to connect with consumers. Many are turning to live events, known also as experiential marketing, as a way to bring their brands to life. Today’s experiential events have evolved from the days of flashy PR stunts to become designed emotive experiences intended to create a lasting emotional connection between a brand and its target market.

Experiential marketing is a relatively young marketing discipline, but is growing rapidly because it ticks a lot of the right boxes. Analysts are confident that we will see more innovative and interesting event ideas, as well as a focus on interactivity. Experiential marketing is a cross-media promotional activity which encourages two way interaction and direct physical immersion into a brand. Compared to mass media campaigns, experiential events tend to communicate on a much more personal level, generate a deeper level of emotional engagement, and result in better conversion rates and all at relatively low cost. Experiential marketing activities can range from high profile invite only events to tasters at a local farmer’s market.

The figures show just how greater impact experiential events can have on a company's marketing campaign. All the research suggests these designed experiences are working. Research has confirmed that people who have been engaged by an immersive experience take action, talk to others, and generate positive word-of-mouth, indicating that experiential events can offer distinct advantages over traditional marketing tactics.