What is experiential marketing?

If you are into event planning you most likely have some event planning tools you are comfortable with. There’s software, social marketing, even multiple event planning apps. There is one event planning tool that more marketers and event planners are utilizing. It is experiential marketing.

Experiential marketing uses one basic psychological fact…we learn from our experiences. It ties this fact in with a product or brand to help people feel a certain way about that brand. One such experiential marketing event took place recently at an event space in Miami called Soho Studios.

Soho Studios is no stranger to events in Miami. They have been a venue used by art shows, concerts, fashion shows, meetings, and parties. It has been used as a commercial shoot location, photography studio, and a film studio. It has been utilized by such companies as Ford Motor, Evian, Telemundo, and Puma.

This experiential event featured Absolut Vodka X and 2,500 excited Miamians. It was the Absolut X Bloc Party, and when the doors opened guests were asked to wear a mask or have their faces painted for a masquerade party.

As guests entered they were greeted by a giant archway with a DJ atop, and a bar on each side of the archway. Drinks at the bars included Absolut Greyhounds (Absolut & Grapefruit Juice), Absolut Caipiroskas (Absolut, lime and sugar), and Absolut punch. Absolut also commissioned Miami artist Agustina Woodgate to create artworks that would later be auctioned for charity.

No doubt the highlight was the show put on by British indie-rock band Bloc Party, playing for the very first time in Miami. It was an Absolut blast and you know the crowd left with a great feeling about the premium vodka brand.

Do you have a brand that could benefit from experiential marketing? Consider a venue in Miami that South Florida is turning to more and more for the hottest events, Soho Studios. With 65,000 square feet of multipurpose space, the venue is perfect for a variety of experiential events. Contact the experienced staff at Soho Studios who will assist you in creating your incredible event.

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