Experiential Marketing: Trends and Future
By Deepanshu Verma
Marketing techniques of brands have evolved a lot in recent times. Unlike Traditional marketing which involves print ads and Billboards, Experiential marketing uses ‘engagement creation’ as a method to promote a brand. Its practices involve art installations, use of virtual reality, pop ups around stores etc. Marketers in recent times have used various techniques which have turned the wheel of marketing in a new direction altogether. The buzz of these methods is so widespread that brands globally have started a new race to be the first in their industry or to be on the same page with their competitors.The trending ways and the developing methods of 2023 includes-
Image: Art Installations depicting the promotion of movie ”Cloudy with a Chance of Meatballs” (2009).
Source : Internet
Art Installations
Studies show that most people love outdoor events, and what better way to lure customers than art installations. One Successful example is how the marketers of the movie-‘Cloudy with a Chance of Meatballs’ used, a movie famous for its giant raining food. They crafted art installations in public places as if it fell from the sky and successfully created buzz for their premiere.
Use of AR and VR
Augmented Reality and Virtual reality both make an immersive experience for the users.These technologies make it easier for people to think about possibilities and try them safely in simulated environments.One successful example is the use of this technology by IKEA.
Pop Ups and Transformation
Like Art installations brands have been using Pop Ups and transformation.This promotional stunt provides customers with a unique and shareable experience. Thus, this generates conversations, traffic, engagement, and even sales when done right.
Century Fox partnered up with 7-Eleven to create a real-life Kwik-E-Mart.
Source : Internet
The Landscape Ahead
Experiential marketing has been a powerful tool for brands to engage with their customers in 2023 and beyond. By embracing these trends, brands can create memorable experiences that drive customer loyalty and increase brand awareness.
