Experimental marketing is the process of marketers looking for word-of-mouth advertising by creating a situation that allows consumers to get hands-on experience with certain products.
Experiential marketing is one of the most diverse forms of marketing which makes it extremely difficult to develop a set of standardised tips and hints on the subject. The rationale behind experiential marketing is that consumers, regardless of what they’ve heard about a product or service, ultimately keep buying based on how they personally interact with whatever the company offers — that is, it is the experiences of the consumer that result in brand loyalty. Experiential marketing is based on the experience consumers have, its main feature is that it engages multiple senses at the same time. The goal of experiential marketing thus is to appeal both to the rational and emotional sides people have so the consumer has a product or service experience that is truly memorable.
Experiential marketing connects with the consumer on multiple levels, the strategy is ideally suited for contemporary sales. Subsequently defining what makes a great experiential marketing campaign is also troublesome. What can be said however is that an effective campaign must be appealing to the target audience, enticing them to engage with the product or brand. The most common way that experiential marketing is perpetrated is through some sort of product testing.
Experiential marketing has to be hands-on and include one-on-one interaction, which dramatically reduces the number of people a marketer can reach at any given time. If events such as this aren’t properly executed, though, the resulting effect will fall flat.