For any brand to continue evolving and remain relevant to a consumer over their lifetime, it has to deliver a specific experience or solve a “Job To Be Done – JTBD” . This can be achieved by appealing to a variety of senses and tapping into that special place within the consumer’s heart and mind that generate thoughts about comfort, pleasure, as well as inspiring a sense of practicality which entice individuals to act on that impulse at every purchase . This tactical approach is called – Experiential Marketing.
So, Experiential Marketing, is a tactical approach to marketing goods and services by establishing a specific experience you desire the consumer to have or to associate with your brand. The idea is to integrate elements of emotions, logic, and deep connectivity through your brand funnel process to the targeted consumer. So the goal of experiential marketing is to solidify the connection in such a way that the consumer responds to a product offering based on both deep emotions and rational over their lifetime, making this a “Liquid Idea” and “Viral Concept“.