The focus of experiential marketing is primarily on helping consumers EXPERIENCE your brand in a positive manner.
While traditional advertising (radio, print, television) verbally and visually communicates your brand and product benefits, experiential marketing tries to immerse the consumers within your product by engaging as many other human senses as possible.
Experiential marketing can encompass a variety of other marketing strategies from individual sampling to large-scale guerrilla marketing.
The goal is to form a memorable and emotional connection between the consumer and the brand through an enjoyable experience. A well-executed experiential campaign increases the chances of customer loyalty and has a direct influence on purchase decision making.