Experiential marketing: The art of aiming straight for the heart!

Despite its modern-sounding name, experiential marketing has been around for a while—think international world fairs and car shows of the late-19th century. Though only a vague notion at the time, the concept started making headway as a strategy with marketing professionals towards the end of the 20th century. And although the definition of experiential marketing is still inexact, it has become fundamental for many brands today.

One definition of experiential marketing could be: luxury for the soul. Gone is the reliance on gimmicks, discounts, loyalty cards, the brand itself... all that matters is the experience! Consumers no longer use a service or buy a product, they “experience” it. They are not swayed by rationale; it’s all a matter of emotional connection. For both donor and recipient, this becomes the main, if not only, preoccupation.

This approach doesn’t merely focus on the individual as a consumer, but as a person to be delighted and satisfied by an immersive experience.

Hyper-personalization, or tailoring a product or service to the individual is an example of experiential marketing. The experience is positive each time, because the product or service is micro-targeted to that person exclusively.

There are, of course, many forms of experiential marketing and hyper-personalization, but despite their differences, they all have one thing in common: they aim straight for the heart of the individual!

As you leaf through the next few pages, discover a few places that regularly engaged in experiential marketing.