Experiential Marketing

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Definition

What is it: Experiential marketing refers to marketing strategies that create face-to-face or direct engagements between brands and consumers. It focuses on immersive interactions rather than traditional broadcast advertising.

What is it used for: It is used to keep brands top of mind during periods of restricted gatherings. Practical applications include mini-sampling campaigns, shopping centre pop-ups, and specialist deliveries for influencer marketing.

Coverage

  • Attributes: 7
  • Synonyms: 0
  • Related entities: 0
  • Sources: 1

Identity

Entity ID
https://llms.blackdiamondagency.com/en/consumer-experiences-during-covid/facts/#entity
Entity type
DefinedTerm
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

Related Entities

Provenance

Sources

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

Machine metadata