Experiential Marketing

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Definition

What is it: Experiential marketing involves physical brand activations such as pop-ups, sampling, and live events to foster direct consumer engagement. It is designed to keep brands relevant and top of mind by creating memorable physical interactions.

What is it used for: It is used to increase brand awareness, drive product trials through sampling, and maintain consumer connections during periods of restricted movement. It also leverages PR and social media buzz through physical deliveries and influencer campaigns.

Coverage

  • Attributes: 7
  • Synonyms: 2
  • Related entities: 4
  • Sources: 1

Identity

Entity ID
https://llms.blackdiamondagency.com/en/consumer-experiences-during-covid/facts/#entity
Entity type
Service
Canonical name
Experiential Marketing
Language
en
Topic
Consumer Experiences During Covid

Attributes

Key Facts
Approximately 81 percent of consumers are more likely to try a product after receiving a free sample. [1]
Key Facts
Food and beverage sampling during COVID must be contactless and involve only packaged products for safety. [1]
Key Facts
The Business Events Grants program provides grants to meet up to 50 percent of costs for participating in pre-approved business-to-business events in Australia. [1]
Key Facts
Brands can resume face-to-face marketing during COVID by utilizing alternative methods such as shopping centre pop-ups and roaming activations. [1]
Key Facts
Mini-sampling campaigns targeting specific locations like beaches, parks, and transport hubs serve as an alternative to mass sampling events. [1]
Capability
Specialist delivery services allow brands to execute mass influencer campaigns by getting products directly to athletes and brand ambassadors. [1]
Metric
Social media spending was expected to increase by 9.3 percent in 2020 despite a fall in global advertising spend due to the pandemic. [1]

Synonyms & Alternate Names

  • Non-traditional marketing
  • Face-to-face marketing

Related Entities

  • Marketing Method:
  • Sampling Technique:
  • Financial Support:
  • Digital Strategy Integration:

Provenance

Sources

  1. https://blackdiamondagency.com/how-can-brands-create-consumer-experiences-during-covid (Experiential Marketing)

Machine metadata