Lets be honest, its becoming increasingly hard to stay relevant in the world of digital marketing. Social influencer marketing, trend leeching, use of AI its all been done before. And to be completely honest I don’t really buy it. Social influencer marketing has its flaws – its limited to low involvement goods and its effect on brand loyalty doesn’t really impress me. But when else can a business really do?
I know this may not be applicable to ALL businesses – but I do think that its not used enough in the marketing world. And the secret ingredient is Experiential Marketing.
Experiential marketing, sometimes referred to as engagement marketing or event marketing is a marketing strategy that directly engages consumers in real time and encourages them to participate in the evolution of the brand or immerse themselves in the history and “story” of the brand. Why I think this is vital in a marketing strategy is because it forces consumers and customers to be actively involved in the production and co-creation of the marketing communication – creating another level of brand loyalty.
An example of this of this is the Heineken Experience in Amsterdam, where you are immersed in the history of the company, how their beer is made and how the packaging has evolved over time. This paired with exclusive access to their underground bar where free heineken beers on tap are served with an included boat ride down the scenic canal of Amsterdam creates a sense of belonging and brand loyalty that can’t be matched by a single post made by an influencer.
How does this link to digital marketing? Now comes the concept of micro influencers – also known as regular people, just like you and me. These immersive experiential marketing events/stores are made to share with your friends. This is where the businesses just sit back and watch. Everyone that goes to these events snaps and shares it on their socials, word of mouth spreads and not only do you have loyalty from the attendees, but now you have exposure to their 700 closest friends.
Share your thoughts on experiential marketing and the micro influencer wave that comes from it! DO you think more business should invest in it and why?
The Frame 
Hmm secret ingredients. Reminds me of the KFC secret herbs and spices! I agree about the Heineken house, a great example of experiential marketing. Definitely a great way to tap into micro influencers!
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You are quite the joker aren’t you @digitalmarketing123450! yep completely agree, micro influencers are key to brand loyalty and exposure
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Micro influencers are definitely a great way to bottle up and package an experience for mass-consumption. As long as marketers are wary of the delivery of the messages and how genuine the reviews may come across for consumers. Millennials especially tend to have a harder grip on separating the ad from the concert/restaurant/gala event!
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Yep i completely agree! Im even guilty being so immersed in these events where I forget its actually pitching a brand. But i do guess it gets implemented into my subconscious when buying drinks now
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If the company has the resources and the offerings are suitable for experiential marketing, then they should definitely use this. But even if you are a smaller, you can still try to push marketing strategies that have similar effect.
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