Will brands increase investment in experiential marketing in 2022? [New Data]

Experiential marketing involves inviting an audience to interact with your brand in a real-world situation.

These experiences are often practical, exciting opportunities that help companies engage with participants in a way that is different from the interactions they may have online.

Read on to discover new information about how companies invest in experiential marketing and how you can leverage strategy in your processes.

Will brands invest in experiential marketing?

HubSpot Blogs Market Industry Trends Report surveyed more than 1,000 global B2B and B2C marketing experts and asked them about the marketing trends they are currently using.

29% of marketers say they use experiential marketing in their applications, and 51% of those who use it say this is the second most effective trend they use. 83% of marketers also plan to continue to invest the same amount in 2022 or increase investment in experiential marketing.

So yes, brands will continue and increase their investment in experiential marketing. Let’s talk about why.

Why do brands invest in experiential marketing?

Real-life experiences help reinforce a sense of connectedness that brands cannot emulate digitally. Esther Sauri, marketer at Linkilaw Solicitors, he told Business News Daily experiential marketing is effective because we humans are emotional beings: “When a brand connects with us in an emotional way, we don’t just buy it, [but we become] loyal customers. ”

Marketers also say that further investment in the experience is due to the desire of consumers to connect and community with their favorite brands after a few years of only digital options. Brett Hyman, Founder and President of the NVE Experience Agency, said BizBash yes, although production and security remain crucial, “creating a best personal experience in 2022 that focuses on going back in time … it’s important to prioritize experience as a way to promote the human need to connect.”

Health and safety measures are still key to brand activation and experiential market experience, which is why Cara Kleinhaut from AGENC he told BizBash best practice is a penchant for outdoor environments: “Providing consumers with an exciting and visually stimulating space to explore, especially a space with excellent air ventilation and where we can measure time and regulate flow, is, in my opinion, very attractive to consumers at the moment.”

Favorable examples of experiential marketing

1. Harry Styles – Harry’s house

Musician Harry Styles released the album Harry’s House in May 2022, and his promotion included opening pop-ups in cities around the world.

People were able to visit the pop-up window and buy goods, but the main attraction was the life-size version of the album cover, in which people could take photos as if they existed in Harry’s house. In the picture below, on the left is the cover of his album, and on the right is the recreation of the fans.

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It was an affordable way to develop a connection with an audience that felt part of his world by creating his own version of the album cover. He also created free marketing for the album as he encouraged people to share pictures of their experiences on a pop-up window online.

2. DoorDash – Dash Course

The DoorDash delivery service has created an experiential experience to highlight the hard work its drivers do every day to deliver food flawlessly. The experience included inflatable food-themed obstacle courses where the brand challenged people to skip hot dogs or dive through the middle of a donut.

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Inflatable devices were placed in public spaces on university campuses, creating brand recognition among people who simply walked by, which is a free form of marketing.

3. IKEA Sleepover

It was a cost-effective experiential marketing event for the company as it simply used its existing products such as beds, pillows and bedding to help sleep participants create their own sleeping accommodation.

A Facebook group titled “I want to spend the night at IKEA” inspired the company to take action on this request by randomly selecting 100 members from the group and inviting them to stay overnight.

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The overnight stay was a practical, interactive experience that inspired a new form of connection with participants and offered people essentially free testing of their products. It was also a cost-effective marketing as it simply used its existing products such as beds, pillows and bedding to help sleep participants build their own sleeping accommodation.

It was also a cost-effective way to connect with the audience, as he simply used the products he already offered, such as beds, pillows and bedding.

Experiential marketing helps you form emotional connections

If you hope to deepen the relationships you have with your target audience, events, experiences, and interactions help you build emotional connections that go much deeper than what sending an email or targeted ad on Instagram can bring.