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Guide · Experiential

What is experiential marketing? A guide for brands.

How live brand experiences work, why brands use them, the examples and strategies worth knowing, and what it takes to run one well on the day.

7 min read8 steps5 checks
Space NK brand ambassadors with the giant tote bag mascot outside a Space NK store
A visitor count on its own says little. The share who took the next step tells you whether the experience worked.The one thing to remember

Start here

Designed on paper, delivered by people.

From a working definition to measuring the results. Follow the line; tap any point to read it.

Morphe brand ambassadors beside the Morphe pop-up van on a city high street
01Step 1 of 8
Stella Artois brand ambassador pouring at the pick your own wall in Wimbledon

A working definition

What is experiential marketing? It is marketing that invites people into a live experience of a brand, so they understand it by doing rather than by being told.

  • Step inside
  • Use
  • Join a class
  • Play
  • Taste
  • Create
Key pointWrite down the one feeling or belief you want people to leave with. Every design and staffing decision should serve it.
02Step 2 of 8
Emmi Caffè Latte brand ambassadors at the bus counter at Oxford Foodies Festival

Benefits and honest limits

The benefits of experiential marketing come from depth rather than reach.

  • Real time with the brand
  • Unfiltered feedback
  • A plan to reach further
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Caffè Italiano pop-up café with staff serving visitors at London Coffee Week

Experiential marketing examples

Some formats come up again and again in experiential marketing examples.

  • Pop-up worlds
  • Immersive installations
  • Test drives
  • Workshops and classes
04Step 4 of 8
MG test drive brand ambassador beside a new model in a shopping centre

Experiential marketing strategies that hold up

Start from one insight about the audience, not from a format.

  • Insight
  • Dwell time
  • Participation
  • Next step
  • Pilot
05Step 5 of 8
Morphe brand ambassadors serving visitors at the pop-up van

Planning how people move through it

Walk the experience as a visitor before it opens.

  • Timed slots
  • A waiting activity
  • A host who keeps people informed
06Step 6 of 8
Brand ambassadors guiding visitors through the Morphe cosmetics pop-up

The team that runs the experience

An experiential team often blends several roles.

  • Hosts
  • Brand ambassadors
  • Product specialists
  • Data capture
  • Team leader
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Event staff at the STV Glasgow stand

Safety and permissions

The bigger the build, the more formal the paperwork.

  • Risk assessment
  • Insurance
  • Method statements
  • Permissions
  • Right to work
  • DBS checks
08Step 8 of 8
Emmi Caffè Latte brand ambassadors at the bus counter at Oxford Foodies Festival

Measuring an experience

Count both reach and depth.

  • Visitors
  • Dwell time
  • Next step
  • Sign-ups
  • Code redemptions
  • Press coverage
Key pointA visitor count on its own says little. The share who took the next step tells you whether the experience worked.

Checklist

Before the doors open.

Ready to open.

Roadshow staff at the door of the Naturo pet food van

At a glance

An experience, stage by stage.

Each stage of an experiential campaign, its aim and one tip. Tap a row to read its step.

StageAimTip
InsightOne truth about the audienceChoose a format last
DesignA clear journey through the spaceWalk it as a visitor
TeamRoles for welcome, story and questionsRehearse before opening
SafetyLicences and approvals in placeStart paperwork early
MeasureReach and depthCount the next step

Common questions

Experiential marketing questions.

Is experiential marketing the same as brand activation?

They overlap. Experiential tends to mean a designed experience with a story and a setting; brand activation is a wider term for any campaign that gets people interacting with a brand. Plenty of campaigns are both.

Does experiential marketing work for B2B brands?

Yes. Exhibitions, conferences, product launches and client events are all experiential when they let buyers use the product and meet the people behind it. The audience is smaller, so the depth of each conversation matters more.

What drives the cost of an experiential campaign?

The build and design, the venue or space, the length of the run, the number of locations, and the team: how many people, which roles, how many hours and how much training they need.

Do you build the stand or produce the materials?

No. We supply and manage the people who run the experience. The build, design, materials and stock come from your brand team, experiential agency or production company.

How early should staffing be planned?

Once the concept and dates are fixed. That leaves time to choose people who suit the audience, train them on the product and, ideally, rehearse in the space before opening.

Space NK brand ambassador sampling at the Summer Society cart in a shopping centre

Further reading

What is brand activation? A guide with examples

The formats, ideas and planning behind campaigns that get people interacting with a brand.

Read the guide →

Where we fit

A team for your experience.

Experiential agencies and brands design the experience; we supply the people who bring it to life. Our teams are selected for your audience, trained on your product and managed on every shift, with right to work checks, insurance and PAYE handled in-house. See our experiential marketing staff for the roles we cover, or our experiential marketing agency in London for campaigns in the capital.

Ask for a quote →