According to the Wikipedia description, experiential marketing is « a variation of marketing that provides the consumer the information needed to build an experience associated with the brand and its products or services. This experience can be anticipated, experienced and remembered by the consumer. »

I agree with this definition, although I find it somewhat vague. For me, experiential marketing is meant to involve the consumer in the centre of its strategy. An experiential initiative lives through the consumer’s involvement, wanted or not. Without it, it is futile. Thanks to the experience that’s been created, the consumer is able to associate a feeling or an emotion to the brand, which increases the impact of the message and the feeling of belonging. Not that traditional advertising method does not create emotion, quite the contrary, but experiential marketing allows accessibility and interaction with the consumer. Therefore, he or she has the opportunity to appropriate the mark through the transmitter of the experiment. We must not forget that consumers are seduced by your brand if you give « everything » they are looking for to fully enjoy their shopping experience.

Experiential marketing initiatives are wrongly categorized as « small deployment » and « short range. » This new mode of marketing can do a lot for your product when it is properly embedded in a marketing strategy. It applies to product launches, traditional displays, web, public relations, radio, contests, etc. Properly used as part of a « 360 degree » marketing strategy, it becomes an optimal catalyst for other marketing tactics. Consumers are at the heart of experiential initiatives in which we strive to make them live an experience that they can associate with the brand.

In sum, experiential marketing initiatives support traditional ones and help associate the product with a lifestyle by sharing an experience with the consumer.

J’ai simplement envie de vous dire que nous sommes vendredi soir et je rédige ces lignes assis par terre en attendant les déménageurs. Qu’il est enivrant de voir son entreprise s’agrandir. Voilà peu de temps, à peine 2 ans, j’étais à Québec avec mon associé Martin pour décider de mon départ vers la grande ville de Montréal. Je dois l’avouer, notre mission était périlleuse, je devais tout laisser derrière et quitter avec un des directeurs artistiques de l’époque, Jimmy Fecteau. La construction étant ce qu’elle est, nous avons dû installer nos bureaux temporairement au Club St-James pour ensuite aller dans notre « trop grand » loft sur la rue St-Paul. Le bureau pouvait accueillir 15 personnes, mais nous n’étions que deux, alors nous avons travaillé très fort. Des clients comme Sobeys et PLB ont continué à nous encourager et de fil en aiguille, nous avons obtenu de nouveaux comptes et des personnes supplémentaires se sont greffées à l’équipe.

Un jour, j’ai entendu une phrase dans un film : « Ce qui est à la portée d’un homme est à la portée d’un autre». Je dois avouer que j’y crois. Je me répète constamment cette phrase, même dans les moments houleux. Il est important de croire en ce que nous faisons. Lundi, nous intégrerons nos nouveaux bureaux avec une équipe de 18 personnes remplies d’énergie, partageant avec moi le goût de continuer à faire grandir Terrain. L’aventure continue !

I just want to tell you that it’s Friday night and I’m writing these lines sitting on the floor, waiting for the movers. It is exhilarating to see our business grow. Not too long ago, barely two years, I was in Québec with my partner Martin to talk about my departure for the great city of Montreal. I must admit, our mission was dangerous; I had to leave everything behind with one of the artistic directors of the time, Jimmy Fecteau. Construction being what it is, we had to install our temporary offices at the St. James Club and then move into our « too big » loft on St-Paul Street. The office could accommodate 15 people, but we were only two, so we worked very hard. Clients such as Sobeys and PLB continued to encourage us, and one thing leading to another, we obtained new projects and more people joined the team.

One day, I heard something that struck me in a movie: « What is within the reach of one man is within the reach of another. » I must confess that I believe it. I constantly remind myself of this sentence, even in stormy times. It is important to believe in what we do. Monday, we will integrate our new offices with a team of 18 people filled with energy, sharing with me the will to continue expanding Terrain. The adventure continues!