Experiential marketing gives customers an opportunity to engage and interact with brands, products, and services in sensory ways that provide the icing on the cake of providing information. Personal experiences help people connect to a brand and make intelligent and informed purchasing decisions. The term "Experiential marketing" refers to actual customer experiences with the brand/product/service that drive sales and increase brand image and awareness. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves. When done right, it's the most powerful tool out there to win brand loyalty. (Experiental Forum)

WIKIPEDIA defines it as follows: Experiential marketing is the art of creating an experience where the result is an emotional connection to a person, brand, product or idea. The name experiential marketing is relatively new however the fundamentals concepts behind it are not. For decades activity such as field marketing, customer service, special events, product promotions, PR stunts and the like have engaged consumers and the public emotionally. However what has happened recently is the specialization of taking the fundamental concept of creating connection through a designed emotive experience.

Since 2000 most major advertising agencies have been creating internal Experiential divisions or making alliances with Experiential providers. The rise of Experiential marketing can be attributed to 3 main drivers. Perception. Experiential marketing is seen as the 'new thing', the smart new way to connect with customers. Agencies need to be seen being able to deliver what the client or market demands Standard media is losing its traditional ability to connect with the public.

Companies need new ways to connect with their target market. Creating emotional connection through an experience works. The "Experiential Forum" defines it in this way: Experiential marketing gives customers an opportunity to engage and interact with brands, products, and services in sensory ways that provide the icing on the cake of providing information. Personal experiences help people connect to a brand and make intelligent and informed purchasing decisions.

The term "Experiential marketing" refers to actual customer experiences with the brand/product/service that drive sales and increase brand image and awareness. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves. When done right, it's the most powerful tool out there to win brand loyalty.

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