Experiential marketing: Advice on the potential and pitfalls of a growing trend

Abstract

Purpose

This paper aims to give advice on successful experiential marketing, offering ideas for campaigns and pointing out pitfalls to avoid.

Design/methodology/approach

The paper reviews case studies of campaigns at music festivals and more widely, and ends with a comment on current research in the area.

Findings

In a world where consumers are growing more and more indifferent or cynical towards advertising, marketers are faced with the challenge of finding new ways to capture the attention of their audience. A current trend in the efforts to try out different techniques is experiential marketing. This relatively new approach to winning consumers is based around the idea that the target audience should be involved in an active experience of brand values. Rather than put out print or TV adverts, which marketers hope will be passively consumed, they create a brand environment in a public space and involve potential consumers by asking them to take part in an activity. For example, at a sports match interval, a goal area covered in a brand name might be set up and people will be asked if they want to win a free gift by trying to shoot a goal. Or, in a nightclub, a drinks company might sponsor an exclusive area and give out samples of their drink in a luxurious setting. The idea is always roughly the same: if a consumer actively feels positive emotions in association with a brand then they are more likely to develop loyalty to it.

Practical implications

The article gives brand managers advice and practical examples to work with.

Originality/value

The article advances understanding of successful experiential marketing.

Citation

(2008), "Experiential marketing: Advice on the potential and pitfalls of a growing trend", Strategic Direction, Vol. 24 No. 10, pp. 24-26. https://doi.org/10.1108/02580540810907092