Not Your Father’s Selling Tactics
The Power of Experiential Marketing
Want to know the secret to standing out in today’s crowded market? It’s not about what you’re selling—it’s about how you make people feel. Forget the outdated strategy of simply listing product features - let's be real, it’s all about the experience now. If you’re not focusing on the experience your brand creates, you’re missing the mark. It’s time to sell the feeling, not just the thing! Selling experiences is about tapping into human emotions, memories, and connections—the feelings your customers walk away with after engaging with your brand. It’s about creating a lasting impact that goes beyond the product’s functionality or value proposition. In other words, market the journey a customer takes with your brand, not just the thing they’re buying.
It’s All About the Moments You Create
Marketers often talk about selling your RTB or “reason to believe”. The idea of selling experiences goes beyond this. It’s about storytelling, evoking emotion, and aligning with your audience in a way that feels personalized and relatable. Take a liquor brand, for example. Sure, some folks drink for the taste, but what they’re really buying is the experience. From getting dolled up to splurging on that premium drink—let’s face it, you could easily enjoy the same beverage at home for less. It’s the laughter, the good times, and the memories created in the moment that get people out of the house. That’s where the magic happens.
Do It For The ‘Gram
Ever come across an Instagram-worthy moment, free giveaways, and a crowd of people in a public space? Chances are, that brand is engaging in some killer experiential marketing. It’s all about creating opportunities for consumers to engage with your brand in a way they’ll remember. Think pop-ups, tours, brand activations, workshops, events—you name it! According to Shopify, 60% of customers now expect retailers to step up their experiential game. And let’s not forget how virtual reality and augmented reality can take an ordinary experience and turn it into something unforgettable.
Experiences in the Digital World: How to Connect Without a Storefront
So, how do you bring the power of experiences into a non-retail or e-commerce brand? Mobile apps, online communities, and VR/AR are all fantastic ways to create a standout experience for your customers. One of the most powerful emotions to tap into is the sense of belonging and sense of community especially in the digital world where human connection can feel lacking. A great way to foster this on an e-commerce platform is by incorporating a chatbot—whether human or AI, to offer support, build trust, and make the brand feel more personalized and approachable.
The Perks of Selling Experiences
As we've discussed, the ultimate aim is to offer more than just functional features—it's about creating a sense of value and connection that sticks with your customers. The goal is to be unforgettable and distinct, leaving a personal impact that sets you apart from other brands. So, what’s in it for the brands? Let’s dive into the benefits.
Increased brand loyalty. After a consumer has a positive experience with a brand, they are more likely to remain loyal in the future.
Premium pricing. Brands can justify charging higher prices when there is more than just the features being offered. Think about Starbucks for example, while some may argue the coffee beans are premium, at the end of the day, it’s a cup of coffee. What sets them apart and allows them to charge more? The experience. Having your name written on the cup, being able to customize your drink, the relaxed atmosphere and the overall customer service that comes with it.
High customer engagement. Experiential marketing encourages active participation, leading to continued and deeper customer engagement.
Higher sales. Deloitte found that companies that adopt experiential selling grow 15% faster compared to their rivals.
Word-of-mouth marketing. What’s better than other people marketing your brand for you? Whether on socials or in person, provide customers with a positive experience and they will talk about it.
Experiential Inspiration: Brands That Nail the Experience
Let's look at a few experiences you’ve probably seen before or can take some inspiration from!
The first is IKEA’s store layout. As you walk the path from room to room, you get to immerse yourself in a room where you can see the product you want to buy in a mimic room. Each room has lighting and the smallest details to help you feel as if it could all be yours. The goal is for you to emotionally connect as you could picture yourself living in that space.
The second example is one that we’ve actually worked closely on. It is an automotive activation where invited customers or prospects could test drive the vehicle on a closed track. The event took place across the country and included different “showrooms” and food inspired by the vehicles. This event allowed customers to experience the vehicle and its brand in a premium and exclusive way.
Another simple yet effective example would be a restaurant, bar, or coffee shop that focuses on the atmosphere. Maybe they include live music, a DJ or community events. Come from the drink, stay for the social vibe like Boston Pizza adding a trivia night, or Coop Wicked Chicken doing themed nights like trivia, drag, country or bingo night. The possibilities are endless!
Another iconic pop-up experience is the photobooth by Rhode Beauty. Guests were gifted a branded coin, which treated them to one of Rhode’s renowned lip products. The memorable experience was captured on camera, with guests receiving a socials-worthy printout of their rhode booth session, alongside a digital copy.
Beyond the Product: How Selling Experiences Builds Lasting Connections
In today’s competitive market, it’s no longer enough to simply advertise your product and its features alone. To truly stand out, brands must create unforgettable experiences that resonate emotionally with their audience. By focusing on storytelling, connection, and creating memories, you not only differentiate your brand but also cultivate loyalty, engagement, and, possibly, higher sales. Whether through in-person activations or immersive online experiences, the key is to make your customers feel something beyond the functional value of what you’re selling. When you do that, your brand becomes more than just a product—it becomes part of their story.
We love to chat about all things marketing. Whether it’s activations, memorable marketing experiences or strategy… Get in touch with us here!
Sources: