Experiential marketing differs from more traditional forms
of marketing mainly because it encourages and promotes an interactive process
through physical contact with a brand or product. This fundamental difference
can go further, stating that the experimental campaigns interact with the
consumer in a much more personal, individual level that the campaigns of mass
media. It uses strategies involving a target market, encouraging them to participate
rather than just bombarding them with marketing messages. This positive trade,
rather than passivity is what makes the different experiential marketing, has
also made branding exercises successful. There are many experiential marketing companies who have successfully used this
technique.
Experimental marketing agencies offer something totally different from advertising in
the mainstream media. This form of advertising, such as the television
commercial that has lost its effectiveness for some time, maybe even a crowded
market, increased consumer awareness of advertising techniques or simply
cynicism among the consuming public as a result of constant bombardment add.
The difference is that experiential attracts consumers to connect, until they
coerce participation.
