The electric vehicle (EV) industry has transitioned from a niche market to an essential and rapidly expanding sector. This growth is fueled by the expansion of the EV charging network across various regions, governmental support in the form of incentives and subsidies for EV adoption, and advances in EV technology that address safety and reliability concerns.  

Additionally, increasing consumer consciousness about environmental issues is leading to greater acceptance of EVs. This maturation of the sector has also intensified manufacturer competition, as evidenced by a significant increase in market share.

Marketing metrics aren’t one-size-fits-all.

For proof, look at how marketers track the effectiveness and ROI in traditional campaigns versus experiential efforts. Customers encounter a traditional campaign and react to it afterward, either through a purchase or detailed feedback.

Meanwhile, experiential campaigns collect real-time feedback by observing audience reactions to design, content layout, flow, and other variables. Plus, the experiential staff is on the floor with audience members to guide them through the display — a personal touch that can amplify a client’s experience with the campaign.

[Article and some links updated April 4, 2023. Originally published on June 28, 2019.]

Experiential marketing has quickly become one of the industry’s most formidable strategies. As HubSpot found in its 2022 Marketing Industry Trends Report, 83% of marketers planned to spend the same amount or increase their experiential marketing investments last year.

If brand experiences are the new marketing front lines, then they also serve as the new creative frontier for marketers. Brands that embrace experiential don’t just commit to providing customers an experience — they commit to innovating and revamping their approach whenever the time comes.