Many brands have recognised that memorable, multi-sensory experiences can have a long term impact on brand perception. These can be direct, tangible, interactive experiences, or indirect, reaching consumers on social media, for instance, with content emanating from awareness raising stunts.  Experiential marketing covers many elements, including PR, demonstrations and events, and more straightforward, but more easily measurable, product sampling.

Definition

Experiential marketing and sampling are both “live” activities, involving direct interaction with consumers in streets, shopping centres and other retail venues.

Experiential marketing creates a deep relationship between the consumer and the brand by immersing them in fun and memorable experiences. This stimulates positive emotions which can lead to brand loyalty and drive sales.

Sampling creates brand awareness, giving consumers the risk-free opportunity to try a product for free before committing to a purchase. It can also appeal to people who enjoy the status of being the first to trial new products and services.

Key insights

1. Digital enables sampling to be more efficient and effective