Is Experience Marketing Just Product Sampling and Stunts?
If you don’t look too deeply you might think that bringing the brand to life means product sampling or headline-making stunts. But while experience marketing can include these tactics, they aren’t a necessity and some types need to be avoided. Product sampling offers participants momentary product exposure but no long lasting brand affinity. Too often, live experiences that use these tactics dangerously dilute the brand by using techniques that are wildly misaligned with the brand’s attributes. Moreover, not all products lend themselves to sampling. Experience marketing however can apply to the promotion of any product or service, and always does so in a faithful context of the brand and the life of the audience. So it’s not necessarily about sampling, nor about stunts for stunt sake; it’s about building the brand attributes into the entire experience, in every way possible. Is Experience Marketing a Stand Alone Discipline? Actually, just the opposite: experience marketing may just be
