Experiential marketing
Experiential marketing uses situations and experiences to bring people into contact with a brand proposition. It can combine spaces, interactions and services
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Its value does not depend solely on intensity or novelty. The experience should be consistent with what the brand offers and make that connection understandable. A striking activity can generate participation without changing perception or purchase behaviour; it is therefore useful to define the intended change and how it will be observed.
Also known as
Engagement marketing, Event marketing
Topics