Event marketing has, in recent years, exploded across the corporate landscape as more and more brand leaders are awakening to the reality that the more traditional marketing approaches are becoming increasingly ineffectual, expensive, and more and more disconnected from the modern consumer landscape that is emerging.
So with event marketing budgets swelling to greater sizes as the years pass, it is helpful for marketing managers and executives to fully understand what it’s all about. And one area of some confusion – among marketers who are just beginning to study this approach to branding – is the specific difference between “event marketing” and “experiential marketing.”
If this confusion has been bugging you for a bit, then here’s a quick primer on these marketing terms. First of all, event marketing is a broad term that covers the entire gauntlet of any events-oriented promotional efforts. Thus, experiential marketing is a particular kind of event marketing.
However, the key insight to grasp here is that experiential marketing is radically different from other event-based promotional approaches. Experiential marketing is, in short, a very distinct and very powerful form of event marketing.
Why is this so? Consider that many event-based promotional strategies include things like special industry summits, philanthropic conventions, and trade shows. On the other hand, by virtue of certain defining attributes, live brand experiences stand apart from these promotional styles. Here are some of these defining characteristics – which give experiential marketing its signature effectiveness.
Experiential marketing is shaping up to be one of the most high-impact branding approaches in the 21st century. Practically any business can benefit significantly through experiential marketing campaigns – so if you’re looking to expand your brand’s reach through live, interactive experiences, simply contact us.