The transformative power of Experiential Marketing for brands
Have you heard about tacit knowledge?
Sources: [Business Research Insights]. [Marketing Eye]. [EventTrack]
Credits ©
Photography- Markus Zumbansen, Marcel Schwickerath
The heart of the matter lies in the belief that some things such as masterful handcraft skills—can’t fully be conveyed through written or oral communication. They need to be lived, demoed, or experienced.
What if we apply this understanding to how we interact with brands? Picture the difference between viewing an advertisement for an iPhone and actually holding the sleek device in your hand. That direct, tactile sensation is the driving force behind experiential marketing, where brands are not just seen but felt.
The appeal of this marketing approach is booming. As of 2021, it was valued at over $47 billion and is projected to grow to around $63 billion by 2030, increasing steadily at more than 3% each year.
This growth demonstrates that more companies are recognizing the unique value of creating memorable, interactive brand experiences. [Business Research Insights]
Consider the impact. After such immersive experiences, 70% of attendees turn into regular customers. It’s like, once they physically experience what a brand stands for, they’re hooked [Marketing Eye].
Moreover, a survey from the Event Marketing Institute found that 74% of attendees feel more inclined to buy the products after they’ve engaged with them in a live, branded environment. It’s not just about observing a product but interacting with it in a meaningful way that drives this kind of conversion.
And there’s an organic ripple effect
The effect extends beyond the event itself. Virtually all consumers who attend these events—over 90% of them—tend to create digital or social content while they’re there. What’s even more incredible? They all (100%) share this content too.
This means every photo and post has the potential to reach hundreds, if not thousands, propelling the brand into new networks through organic, viral marketing. This organic amplification through social sharing and word-of-mouth is priceless for a brand, spreading their message far wider and more authentically than any traditional ad could. [EventTrack].
So, the takeaway here? If a brand can craft an event that’s not only engaging but also deeply resonant and unique, the effects are profound.
It’s about crafting moments that not only attract attendance but create experiences so impactful they linger, inspire shares, and cultivate loyalty.
This is where experiential marketing and tacit knowledge meet—learning through active, dynamic engagement.
At BRS, we understand that true engagement is more than just showing up. Our custom experiential events are designed so that every guest doesn’t just passively observe but actively participates—choosing, engaging, and ultimately advocating. Via experiential, we can earn their enduring loyalty.
