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Experiential Sports Marketing

by Linda Alexander

Experiential sports marketing allows you to reach your target market through face-to-face contact. Reaching out in this way enables marketers to aggressively pursue new leads or prompt immediate impact on sales. Face-to-face connection leads to faster and more meaningful results for customers. It's a great platform on which to build brand loyalty.

By interacting directly with customers, experiential sports marketing cuts through the clutter of traditional advertising that often distracts customers. It gives customers enough experience with and knowledge of products to make an informed buying decision. Creative marketing, when done correctly, leads to greater impact for customers and increased effectiveness for you, the marketer.

Why Use Experiential Sports Marketing?

By allowing customers to form their own opinions, you aren't merely talking "at them." When they interact with your brand, they have more ownership of it. Consequently, this is more effective for the advertiser and because it often happens quickly, can lead to cost savings over traditional advertising or marketing tactics.

Let me point out that just creating a live encounter between a person and a brand does not mean you are an experiential marketer. If not done correctly, experiences can actually alienate consumers. Consider the case of a luxury SUV manufacturer who sponsored a snowboarding event that the young people who can't afford SUVSs ended up attending simply for the free snowboarding. There are also cases where the experience is good, but somehow doesn't lead to the expected outcome. As with all other marketing tactics, experiential sports marketing takes time, money, and through to develop.

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