Experiential marketing seeks to invite consumers to participate in advertising that activates their senses and creates an emotional impact. The holiday season is critical for many businesses. By using an experimental marketing campaign, brands can stand out, forge stronger connections with consumers, and improve holiday sales.
1- Gives a Peek Behind the Curtain
It’s hard to tell a brand’s story with a 30-second spot. Experiential marketing can give physical space to the story with style and theming. It’s a great way to show the people and hearts behind a polished product. This authenticity builds an emotional connection, which positively influences sales.
2- Brings the Product to the Consumer
Whether you’re B2B or B2C, it’s becoming harder to gain traction at a trade show. During the holiday season, consumers simply don’t have the time to pay attention to an aggressive traditional marketing pitch. An experience such as a pop-up event can bring your product straight to potential customers.
3- Familiarizes the Product
A showcase allows consumers to see the product in action and try it out themselves. This is also a good chance to show how your product stacks up against competitors’ products. During the holiday season, this can make your product stand out, which is important when people are on the hunt for the perfect gift.
4- Brings the Experience to the Consumer
With so much technology at our fingertips, experiential marketing can now happen virtually. A livestream can engage consumers on a virtual hang, where businesses can answer questions and chat on a more candid level. With mobile games, augmented reality, and the metaverse, customers can access your designed experience at home. As a bonus, people can watch a live stream while cleaning the house for guests or prepping a holiday meal.
5- Engages the Holiday Spirit
Creating a campaign that also promotes a social cause is particularly effective during the holiday season when more people look for ways to give back. Doing this also communicates your values and positions your brand as a leader. This simultaneously builds deeper connections with consumers and contributes to a good cause.
6- Fosters Connections With Other Brands
If you have an impressive event in mind, other brands or sponsors will be inspired to help bring it to life. Collaborations expand your reach. They expose your product to a new audience that will already be invested in the experience because of the other brand’s involvement.
7- Encourages Consumer Feedback
People feel more invested in something if they feel they have a hand in it. An experiential marketing campaign can create a space for customers to give feedback. Allowing consumers to share their experiences creates buy-in and brand loyalty.
8- Creates a Shareable Moment
People want to feel connected to their loved ones, especially during the holiday season. A campaign that attracts curiosity and engagement can inspire people to bring their loved ones to share the experience. They’ll not only learn about your product but gain a fun (and Instagrammable) memory.
For the holiday season, you want to pull out all the stops. By engaging consumers in a brand’s story, experiential marketing develops a stronger and longer-lasting relationship with consumers that can improve brand loyalty and drive sales.
