Event sampling, ask and answer, or employing brand colors in an exhibit or creating a 2 dimensional backdrop are what some consider experiential – it’s not. Experiential is creating a live interaction and immersion beyond middle earth and indulges the senses from an inclusive stand point that moves the guests emotionally.

We design experiential by employing strategies using neurolinguistic strategies that integrate the gentle art of persuasion and influence.

We first look at how humans drop their guards when new information is embraced or blocked. We then develop a strategy for how to make learning and process of edutainment because when someone is having fun and enjoying the ride they don’t think about what is being conveyed to them in the learning process.

Similar to the Intel Inside the design involved guests becoming binary codes traveling through a Intel microprocessor to experience and learn how they work. They were just not watching they were live and part of the experience. Part of influencing purchase decisions and getting your target audience to take action is to engage, empower, ignite and move them to action. There are varying tools for accomplishing this. One of the most used and easy to employ is music, but you need to know your demographic and what genre they can related to).

Emotion creates purchase decisions faster than any other medium. Movement and activity create energy, and energy stimulates emotions. Summarily if you skillfully integrate the science correctly they result in experiential that defines, defies, and moves people to action.

The budget for creating an experiential event runs from what you already have in-house to the sky’s the limit. For a Spring Break event sampling, we created an experience tickler simply by adding sand to the table and drink umbrellas to the boring Coty display.

For a more impactful expensive a touring museum exhibit developed a talking head and sourced the fabricator. It interacted with guests as though it was a live – Dr. Dan. It also had an interactive video shoot’em up where guests fired lasers inside the midsection of a bigger-than-life body with a talking head to kill H. pylori invading the body.

Additionally, the other side was loaded with museum panels as well as interactive displays to have it print out a list of nearby gastroenterologists.

Experiential is a low cost for entry for your audience (not always low cost to brand but highly cost effective on the ROI), creates positive associations, and enrolls long term loyalty. Experiential usually is taken to the audience. Unlike mass marketing it has a smaller target audience due to cost and ability to activate in a stable environment – it’s similar to being in a lecture hall of 1,000 vs. a classroom of 20 vs, a private tutor. As you are literally ‘one on one’ through the interaction as experiential reaches each person personally it’s not someone you hope will read a ad, email or brochure but where they are learning through the five senses and absorbing each element in your experiential strategy that speaks to each modality as it is whispering in their ears.

Experiential events work with just about any discipline and industry. It’s just a matter of how you apply it and what you integrate into creating the space where the experience will take place. It has no barriers to what it will be most effective for, it is more aligned with the audience you seek to reach and communicate with. Psychology has been around since the 18th century and is still alien to many. It has been tested retested and trialed by some of the largest companies on earth with literally unlimited funding to determine how people are influenced, what are their behaviors, principles, and beliefs and how these drive action or inaction. They ultimately make their way into the experiential story telling that takes place with the subconscious of the consumer. In essence we find experiential used in every form from communication fragrance to food, politics to pets, and health to hype. It becomes even more powerful when integrated into a live event or immersive space – and every major company on earth uses experiential.