An experiential marketing program is a program that brings a brand to life.
It provides the opportunity to get face-to-face with consumers, to have a dialogue…to have an engagement…to really build an emotional attachment to the brand, so it may go to places where the consumer has an affinity.
Maybe it’s a NASCAR race so it makes sense for this brand to be at NASCAR because the consumers there at those NASCAR events would really be attracted to that brand.
So by going to those areas, you build an experience.
You allow the consumer to experience the brand, and really the end goal is getting that deep emotional connection with the consumer, so the next time the consumer goes into the store or wherever the product is is purchased they’re going to remember that brand and they’re going to have a new affinity for that brand, and they’re going to purchase that brand