Behind the Buzzwords: What 'Experiential' Actually Means... (And Why It Matters)
- Melissa Campbell
- Jul 30
- 4 min read
Updated: 5 days ago
Welcome to Part 1 of our "Behind the Buzzwords" series. In this article we're exploring the word "Experiential" and what it means in the marketing & events world.
It's more than just a fancy marketing term. It's a way of turning your brand into something people can actually "feel".
You've probably seen the following phrases pop up everywhere:
"Do you do experiential marketing?"
"We're planning an experiential campaign…"
"Let's make this event more experiential."
It's a word that sounds impressive, but like many industry buzzwords it's often thrown around without understanding what it really means.
So, let's kick off our "Behind the Buzzwords series" and break down what "experiential" actually means...
What Is Experiential, Really?
At its core, experiential marketing is about creating live, interactive moments that bring your brand to life through direct engagement with your audience.
In plain English?
It's marketing you can step into, feel, and participate in. It's not about being loud. It's about being felt.
Some examples to help us explain:
A pop-up that invites guests to co-create part of the brand message
An activation where you feel the product before you're sold it
A launch event that becomes a social moment and a memory
A brand story told through a walkable, interactive space and not a PowerPoint
Experiential marketing creates emotional connections by putting your audience in the middle of the action. Research shows that 85% of consumers are more likely to purchase after participating in a brand's event, 70% becoming repeat customers. And, 90% of marketers say experiential marketing helps them get more compelling engagement.
And that's what makes it powerful.
Why Is Everyone Talking About It Now?
Because people are drowning in digital ads. Trust is low. Attention spans are even lower.
Here are some benefits of Experiential:
It's real-time and real-world
It creates shareable, human experiences
It builds trust, loyalty and brand love by letting people connect directly
In a time when brands are fighting for that small moment of attention, experiential marketing can give you minutes, sometimes hours of genuine interaction.
That's the kind of deep engagement that drives real business results.
Experiential Does Not Mean Standard Events
Experiential marketing isn't just events. But events are one of the most powerful tools to deliver experiential ideas.
At Just Honest Events, we take your brand goals and shape them into live experiences that:
Tap into emotion
Encourage action
Spark conversation
Make your audience say "I need to tell someone about this"
It's Strategy, Not Stunts
Let's be clear though, experiential is not a gimmick.
It's not a gimmick or robot on your existing exhibition stand, or a shopping mall pop-up giving away branded popcorn.
It's about thoughtful, intentional and strategic execution.
Common Pitfalls to Avoid
The Instagram trap: Creating moments that look good online but feel hollow in person
Feature overload: Trying to communicate everything instead of one powerful message
Audience mismatch: Building experiences for who you want to reach, not who actually shows up
What Experiential Looks Like in 2025
This year, the best experiential work is:
Purpose-driven
Community-focused
Personalised
Blended
Multi-sensory
How It Shows Up In Real Life
Here's a few examples of experiential we've delivered or seen executed well;
A beauty brand inviting guests to co-create shade names at launch – Participants felt ownership over the product line and became organic advocates.
A sustainability brand letting audiences build their own refill station – Visitors learned the refill process hands-on and left with more awareness about sustainability.
A tech company building an immersive "walk-through" product journey – Complex software became understandable through physical metaphors and interactive demonstrations.
A fashion brand turning customers into content creators on the spot – Professional styling sessions doubled as UGC creation, with participants leaving with both new outfits and shareable content.
These aren't just events. They're experiences that create long-term emotional ROI and measurable business impact.
Why Brands Should Be Thinking Experiential
If you're only relying on digital or static channels, you're missing a major opportunity.
Experiential marketing:
Stands out through digital fatigue
Creates lasting impressions (participants remember approx. 65% more about brands they've experienced vs. seen)
Builds brand communities that generate ongoing value
Drives PR and social engagement at 3x the rate of traditional campaigns
Turns audiences into advocates with 23% higher customer lifetime value
It's not a trend. It's where brand-building is headed.
Experiential Is About Connection
It's not about big budgets or flashy gimmicks. It's about real connection.
Audiences crave meaning and brands that invest in experience will come out ahead.
Ready to transform your brand strategy through experience?
Book a 15-minute brand experience audit with our team. We'll analyze your current marketing approach and identify three specific opportunities to create deeper customer connections through experiential marketing.
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Disclaimer
The content published on this blog is for informational and inspirational purposes only. While we strive to provide up-to-date insights, expert opinions, and industry trends, the information shared should not be considered as professional advice tailored to any specific event or business need.
All views expressed in our blog posts are our own and are intended to inspire creativity, spark innovation, and provide valuable insights into the world of event marketing and management. However, event strategies, technologies, and trends evolve rapidly, and we recommend consulting with a professional before making any major event-related decisions. Additionally, any third-party tools, platforms, or services mentioned in our blog posts are referenced purely for educational purposes. We do not endorse or receive compensation for mentioning them unless explicitly stated.
By using this blog, you acknowledge that we are not responsible for any direct, indirect, or consequential decisions made based on the information provided. We encourage readers to use their discretion, conduct their own research, and reach out for personalized guidance if needed. For expert consultation on event marketing strategies, sustainable event planning, or creating unforgettable brand experiences, feel free to contact us directly.
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