What is the difference between experiential and field marketing

Marketers turn to event marketing when they want to announce a new product, sell products, or get press coverage for the brand. Instead, marketers use experiential marketing to create positive brand associations and grow relationships with their audience.

An increase in sales and awareness of a new product can certainly occur as a result of a experiential marketing event, but the focus during the planning process is usually on how to connect with consumers. Going back to the Sensodyne example, inviting guests to meet privately with a dentist will not necessarily lead to an increase in sales. After all, the dentist was not secretly a sales representative who was pitching Sensodyne products. But, when guests left the event, they probably had a more favorable impression of Sensodyne for creating such a memorable experience for them.

As a result of this positive association and the knowledge about sensitive teeth that the dentist provided, more customers probably did purchase Sensodyne toothpaste.

Event marketing typically has a start and end time so guests know when to arrive and when the event is over. Once the end time has passed, the event is officially done. Press may cover the event while it is happening or immediately after it is over, but besides this, the buzz tends to die down when the event comes to an end. Experiential marketing tends to live on much longer than event marketing.

It is how people think about your company and how they respond to your messages, products, and services. Everything that you do contributes to how people are going to respond and react to you. So yeah, field marketing is often price-driven. For example, dio and big sister company do it outdoors media utilize the following to execute turnkey field marketing campaigns:.

This can be extremely effective for one-off activations or long-term campaigns, from grand opening events to new product launches. In short, using field marketing teams to distribute your timely sales message can be very effective. Experiential marketing can change perception, humanize a brand or develop relationships with consumers. Brand experiences should also create two-way, interactive communication.

While field marketing interactions may only last a few seconds, brand experiences should last a few minutes. This allows for deeper immersion into a brand, awakening multiple senses. Here are some tips on how to make this ever-growing medium work for your next event.

Virtual reality VR has got the event world excited, and for great reason. VR is the ultimate in experiential marketing, as it allows the brand to create an experience they otherwise might not be able to.

VR makes the impossible possible. It lets companies craft the perfect brand experience that is not limited by time or space. Yet, VR is still an emerging technology. Event marketers are still establishing best practices for bringing this technology to their audience. Today, events such as South by Southwest , Bonnaroo, and, of course, Coachella lead when it comes to places to see and be seen.

And when that many young spenders congregate, one can bet that brands will be in hot pursuit. And some brands made sure that their field marketing and experiential activations fit right in to the glitz and glamour. Here are 4 examples of how top brands at Coachella made their mark. In marketing, the majority of campaigns and initiatives are aimed at new customers. In experiential marketing and field marketing, the case is no different.