Experiential Marketing

The purpose of marketing can be traced back to the same goal that all companies have, to build a positive relationship with their customers. Experiential marketing is a tool that has grown in popularity in recent years. Experiential marketing is exactly what it sounds like, it is the experience that a customer will take away after an interaction had with a company. Examples range from the simplicity of giving away free samples at a grocery store to the complexity of a mobile tour to increase brand awareness.

          One of the most common negative effects of experiential marketing is creating a customer base that is too large to continue giving each customer the same positive experience that they could when they were a smaller business. While getting interviewed in the article, Rupani gives his opinion that the largest obstacle in maintaining a positive experience is the interactional side of experiential marketing. He believes that finding customer-focused employees with a passion for human interaction is the hardest part of experiential marketing. The more a company expands, the harder it is to oversee one-on-one interactions between staff and customer.

          The key takeaway of experiential marketing is to simply know your customer and engage with them. Experiential marketing is the most personal interaction a customer will have with a brand and that is what they will think of when they hear the company’s name. Ensuring that every customer leaves a business feeling that they had a positive experience will lead to a growing and loyal cus