Experiential Marketing Vs. Event Marketing

A large amount of experiential marketing is done through events. However, event marketing is not always experiential marketing.

Experiential Marketing is when an experience is created that results in an interactive connection to a brand.

“Experiential Marketing con­nects audi­ences with the authen­tic nature of a brand through par­tic­i­pa­tion in per­son­ally rel­e­vant, cred­i­ble and mem­o­rable encounters.

Whereas tra­di­tional mar­ket­ing has focused on mass com­mu­ni­ca­tion using ratio­nal, left-brain directed per­sua­sion, expe­ri­en­tial mar­ket­ing focuses on mak­ing a per­son­al­ized con­nec­tion using emo­tional, right-brain directed involvement.” (Via Advent Blog)

Event Marketing is when a brand is presented through face to face interaction at live events such as trade shows , festivals, concerts etc.

Event Marketing aims to be Experiential Marketing but fails at making the necessary connection sometimes. Too many a times a company will spend too much money on setting up a table handing out free samples without going beyond this. I have worked many events of this type, but I have also worked many events that encouraged interaction through a memorable experience. The key is interaction, whatever the form may be. A quick blurb and a free sample may be effective, but not nearly as effective as it would be with more interaction. Interaction creates a connection and is important for any type of success.

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3 Responses to “Experiential Marketing Vs. Event Marketing”

  1. I think the two terms are interchangeable, actually. I’ve seen trade show events that are experiential, as well as events that take place at festivals and concerts that are as well. It really depends, as you have noted, how far the brand wants to take it and how much time/creativity/money they want to invest in making that emotional connection.

  2. I don’t think the two terms are interchangeable. I think Event Marketing can also be Experiential marketing but Experiential marketing is not event marketing…so almost interchangeable I guess.

  3. Excellent blog, do you have a twitter page we can follow?

    My name is Taz Burwaiss, I’m working for experiential marketing design and build studio Scene2.

    If you’re interested in networking with us please send me an email at marketing@scene2.co.uk – I will happily respond back to you.

    We would be happy to tweet about you, or even feature you in our blog if you have anything you want us to market. Anything of good quality we will be happy to tweet or even blog about. All in the name of good, cooperative social networking.

    Please follow us on twitter and we will follow you back – our twitter address is here – http://twitter.com/#!/scene2ltd

    You can check out our blog here – http://www.scene2.co.uk/blog/

    If you can tweet/ blog/ facebook any of our stuff that would be greatly appreciated, and please do get in touch if you have any questions.

    You can also connect with me, Taz Burwaiss on Linkedin here – http://www.linkedin.com/profile/view?id=77647329&locale=en_US&trk=tab_pro

    Best wishes, and remember Sharing is caring!

    x

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