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What is Experiential Marketing?

You’ve probably heard of it before, but do you know what it actually is?

Hendricks Gin experiential marketing brand activation grayscale marketing nashville
Hendricks Gin Activation

Experiential marketing, also known as live or event marketing, it’s a strategy that engages consumers using branded experiences. You might’ve seen them already at music festivals, industry events, or even at the mall. The thing that experiential marketing does well in doing is making memorable impressions on consumers that interact with brands at these places.

According to a study conducted last year, 70% of marketers increased their spend on events. What draws marketers to this strategy is not only how easy it has become to collect data on the campaign’s effectiveness, but also because it allows the brand to get out on the front and engage consumers on a personal level. With attention spans growing shorter, it’s become crucial for marketers to go above and beyond to get eyes (and wallets) toward them. The Freeman Global Brand Experience Study reported that 1 in 3 CMOS are expected to allocate between 21 to 50 percent of their budget to brand experience marketing over the next 3 to 5 years.

And that is what we do well at Grayscale - connect brands to consumers from conception to activation. We work with our clients to create immersive, eye-catching experiences that’ll have consumers raving about the brand on social media and to their friends. If your brand is looking to update their marketing strategy that is not only current but effective, give us a call.


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