Experiential Marketing Adds Value to the MarCom Mix

After surviving the Covid-19 pandemic during which time there was no direct consumer engagement between brands and consumers, experiential marketing is back and stronger than ever. At Southard Communications and in partnership with BOOM Ventures, we believe the number of companies understanding the importance of driving face-to-face communications and interaction with their brand and their desire to create a community is forging not only its acceptance but value as part of the overall marketing and communications mix.

For years, experiential marketing was kind of the redheaded stepchild at the marketing and communications table. It was always considered a below-the-line service offering. But over the past decade (Covid not withstanding), brand marketers are truly valuing what experiences provide from not only a consumer engagement perspective, but also in developing content for social and other channels.

The shareability of the content generated during a consumer experience is invaluable and it provides content that brands can leverage to engage with consumers and build a real community.

As such, we are seeing more brand marketers embracing experiential for these reasons and much more. The traditional knock against experiential was that it was expensive, however, the opportunity for direct engagement combined with the shareability of the content created during this experience, provides a significant return-on-investment for brands from an amplification and reach perspective is tremendous.

One final note when reviewing the role of experiential as part of the overall marketing and communications mix is that while you can create your own experience/event, there are also a myriad opportunities to partner with existing events which generates millions of eyeballs as a way of reaching consumers at an affordable cost.

Listen in to learn more about experiential marketing and how it may benefit you and your clients.

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