Here on the GC Blog we talk a lot about the different kinds of jobs we staff for our clients, but let’s take a step back and look at experiential marketing from a little further away: Why is experiential marketing effective? Why is it worth incorporating into your marketing campaign?
Putting a Face on the Brand
A ‘brand’ is an intangible element that can mean a lot of different things including a great taste, a company with a charitable cause, a fair price, or well-known advertisement. A great way to
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synthesize all of the things your brand may imply is to hire a great team of Brand Ambassadors. 
Allowing consumers to actually interact with a real person makes the brand more real and–more importantly–relatable than any other extraneous factors. If the Brand Ambassador is friendly, helpful, and knowledgeable the brand seems that way too.
- Guerrilla Marketers
- Street Teams
- Autoshow Ambassadors
- Trade Show Representatives
- Emcees
Individual Attention
When a consumer speaks directly to a Brand Ambassador they move beyond a printed advertisement 
and straight to a personal referral or a testimonial. Unlike an advertisement a person can talk directly to an extension of the company and ask questions. Consumers are far more likely to trust a personal review than a printed ad that they know has been crafted to boost sales (even if the person delivering the brand messaging is also working towards the same goal!)
- Brand Ambassadors
- Salespeople
- Trade Show Representatives
- Greeters
Product Preview
Companies don’t often have the opportunity to be with a consumer for his or her first interaction with their product. First impressions can be very important so being able to make the initial experience someone has with the company and product can be very valuable, particularly if that person has a good enough experience that they will tell their own network of friends and acquaintances. The
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public appreciates being allowed to test out or examine products closely before making a purchasing decision.
- Product Demonstrators
- In-Store Samplers
- Nightclub & Bar Promotions
Content Generation
While a
lot of experiential marketing is focused on the consumer’s experience it’s also a great way to generate new content for a company’s marketing campaigns. 
Two great examples of this are a flash mob or photo booth. In both cases consumers are entertained by the event but the photos of happy consumers posing with branded props, backdrops, or costumes and videos of a flash mob in action can live well beyond the confines of the event itself. A lot of companies add a social media element to their experiential campaigns, capitalizing on the effectiveness of personal referrals in converting new users.
- Costumed Characters
- Dancers
- Nationwide Tours
For the right people in the right places, The GC Marketing Services Team
