Experiential Marketing – Establishing a Closer Connect Between Customer & Brand

Experiential marketing refers to creating a closer connect between a brand and a customer through a fun and memorable experience. The basic purpose of experiential marketing is to create visibility and strengthen brand loyalty. An experience is created to attract a potential customer and to create a positive emotional connect. This connect may not give results in the shorter term, but is great for the long term. Hence, one metric which is often targeted through experiential marketing is the Customer Lifetime Value (CLV).

A lot of brand have aggressively used this kind of marketing to promote themselves. Carlsberg put up a billboard in Brick Lane, London, which said ‘Probably the best poster in the world’. In the center of the billboard was an actual tap attached from which people could pull out pints. One beer was allowed per person.

This was an instantaneous hit and Carlsberg was able to use a vibrant street with a big footfall to create awareness about itself.