“Experiential marketing” is a strategy which invites an audience to play an active role in creating or shaping a brand experience. These types of experiences help people forge an emotional connection and build community, which leads to loyalty and retention.
Here are a few examples of ways organizations have effectively used experiential marketing:
- The M&M candy company created “Flavour Rooms” as an immersive pop-up experience in New York City. Each room was outfitted with décor and fragrances unique to a certain flavour, allowing guests to enjoy snacks and M&M-themed drinks
- The delivery service DoorDash set up food-themed inflatable obstacle courses on college campuses to draw attention to the obstacles their delivery drivers face
- Misereor, a German NGO that works to combat hunger, created an initiative called SocialSwipe and set up digital posters in airports. The poster displayed a loaf of bread and was equipped with a card reader. When someone swiped their card for a small fee, the image moved to look like the bread was being sliced. A thank-you note was added to the donor’s bank statement with a link to turn their one-time donation into a monthly one
Why This Matters
Many organizations choose digital-first or digital-only marketing due to its large reach, accessibility and affordability. However, this has created a hunger for in-person, physical connection with brands and non-profits. If you are looking for ways to deepen your relationships with donors, consider events and experiences designed to invite them into your organization. Experiential marketing can help you better-understand your constituents and may even inform how you operate in the future.
Read the article and consider whether experiential marketing should be included in your organization’s overall marketing plan.