Posted by Alfredo Troncoso on 30 November 2021
What Happens When Experiential Marketing Goes Virtual?
When we reflect on 2020 and 2021, what will we remember? Chances are, it’s the very lack of being out in the world encountering people, places, and things, engaging with friends, family, and colleagues in social and work environments.
In person interactions quickly transformed into a virtual world, our lives were transformed in a blink of an eye. What did this new paradigm mean for brands?
Brand experiences that connect the right place or event with the right people and the right products is essentially what experiential marketing is. What are beer companies without live, in person sports? Cars without auto shows? Energy bars without 10Ks? Experiential Marketing Defined Experiential marketing is a fundamental element of a brand’s marketing in itiatives and it
had been steadily growing prior to COVID.
At Kantar, we see experiential marketing as a strategy that aims to create a lasting impression and a stronger bond between the consumer and brand. It involves them in an immersive and engaging two-way experience that builds memorable brand associations.
Experiential marketing focuses on creating synergies among meaning, perception, consumption, and brand loyalty. It reinforces product benefits and enables repeat purchases or increased usage through the following factors:
- Adding value through innovation, interactivity, and sensory experience
- Building a long-lasting connection between brand and consumer
- Creating a personalized and deeper engagement with consumers
- Driving brand equity, brand loyalty and a positive brand image
- Providing an amplification platform through social channels
Read the full whitepaper "What Happens When Experiential Marketing Goes Virtual?" by our friends at Kantar here.