First, we explain what it is not. It is not event marketing, which it is commonly confused with. But, experiential marketing does share some things in common with their advertising cousin. It does allow for an interactive space where the public can engage with a brand. However, it goes one step beyond a simple promotional event and delves into the realm Ad execs love the most: the psyche of the consumer.
Experiential marketing appeals to the consumer's emotions and imagination. It also seeks to engage as many senses as possible. By breaking away from traditional advertising methods, like TV, Commercial, and Billboard, the experiential approach blurs the lines between a brand's message and the personal world of the consumer. When the two spaces converge, the consumer may realize that a particular brand's product or service fits perfectly into their lives. Experiential marketing provides a unique space where people can experience brands where they least expect to find them, and in ways they never have before.
The "living" billboard above is a perfect example of experiential marketing. While Natural England has still relied on a traditional advertising method, they have totally turned it on its head by making it interactive in a way that directly correlates to its message. Banrock is preserving thousands of acres of wildflower meadows, and the pedestrian can literally stop to smell the flowers. And, they can even water them.
The second example, above, also relies on the pedestrian and his or her nose. To promote fine Scottish Whisky, passersby are encouraged to experience the flavors for themselves by smelling four different varieties. This experiential ad particular targets those who consider themselves to be Whisky connoisseurs.
While it isn't out of the ordinary to see a vehicle placement in a shopping mall, this advertising company went one step further and positioned the car in a way that would be surprising. The car looks like it is just a part of the shopping cart's inventory of products. The ridiculousness of this scenario draws people's attention, as we can see by the small crowd that has gathered around.
Our final example of experiential marketing is a bus stop that has been taken over by Vodka Absolut. While waiting for the bus, the pedestrian can sit comfortably in a stylish chair while a lemon tree grows behind him, spreading its leaves and fruit-bearing branches out to cover the roof of the bus stop. A simple glance to the left, and the pedestrian will see a beautiful and seductive woman out of the corner of his eye, and a table with two glasses and a bottle of Absolut waiting. This mirage may be tempting enough to make the viewer want to stop by the liquor store on the way home.