Experiential Marketing

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Experiential Marketing

Experiential Marketing is often at the forefront of any major brand’s marketing strategy including retailers and shopping centres. Westfield’s Bill Giouroukos recently spoke at a BCSC seminar about how Experiential Marketing also known as in centre ‘theatre’ is integral to their business and how they are continuously developing the customer experience.

Sites such as Spitalfields market where the Innesco offices are based house all kinds of experiential activity year round.

Most recently the Samsung campaign caught my eye, where they have created a pop-up experience in the market to showcase their new Galaxy S III smartphone which coincided with the national product launch. This glass box known as Samsung Mobile PIN encourages consumers to fully interact with the latest technology from the brand. This conceptual idea made me think how companies are capitalising on brand experiences through Experiential Marketing more and more these days.

Experiential marketing is effectively creating an experience that attracts the interest and intrigue of the audience resulting in a unique experience that evokes emotion from the customer. Samsung has done just that! After investigating what all the fuss was, I even considered (for a moment) I should switch to the new Galaxy S III? Really?  That’s the power of the experience!

Looking at other brands regardless of size and nature of business ranging from Adidas, H&M, Cadburys, Coco Cola and shopping centres like Westfield – they are all active in the Experiential Marketing game!  It has most definitely found its way to the core of the marketing mix for many causing it to create conversations and bringing people together.  This has extended further with the integration of social networking sites such as facebook, twitter and pinterest. Combining all elements available to a marketer allows us to bring a brand to life.

Our client, Westfield has in centre theatre down to a fine art. They offer some of the worlds best shopping centre experiences through retail concepts and brand marketing experiences. They do this though developing brand partnerships and long-term retail activations, an example of this being the Cadburys Joyville chocolate factory, which was in position in the main atrium in Westfield London early this year.

Mandy Bhullar, Account Manager

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