Using Experiential Marketing to Build a Strong Brand Identity –

By Ray Sheehan, Founder – Old City Media

In case you haven’t noticed, you are doing business in the Era of Disbelief. The consumers you are trying to reach have become increasingly skeptical of the marketing messages you are putting out, regardless of the channel. Many even think the consumer reviews they see of your products and services are fake.

In that type of environment, building the brand identity you need to succeed is extremely challenging. But businesses that invest in experiential marketing have a distinct advantage.

With experiential marketing, you don’t need to worry about whether consumers will trust your message — or the message of the influencers and reviewers who promote you. Experiential marketing lets consumers see firsthand what you can deliver and the value it can add to their lives.

The best formula for experiential marketing

Experiential marketing campaigns are most effective when they provide consumers with both education and value. Traditional marketing can educate consumers, showing them what a product does. Experiential marketing adds value to education, allowing consumers to gauge firsthand how the product will meet their specific needs. 

For example, home improvement brands can use experiential campaigns to show homeowners how certain upgrades — whether new windows, roofing, or energy-efficient appliances — can increase the value of their property. By experiencing the products in person, consumers walk away with much more than information. They get a vision of how the product directly benefits their home and lifestyle.

Businesses selling technology products can also see great results from experiential marketing. By creating activations where people can test new technology in real time, businesses allow consumers to discover what’s available to them and how it feels to engage with it. Whether the product is faster internet speeds, advanced security systems, or smarter home connectivity, experiential efforts allow consumers to experience it rather than just read about it. From there, it is much easier to imagine — and desire — the impact it would have on their lives.

Getting started with experiential marketing

Experiential marketing can be intimidating to the uninitiated. They envision flashy events with hefty price tags, which raises concerns about costs, logistics, and measurable impact.

The truth, however, is that experiential marketing is more about facilitating meaningful, face-to-face interactions than flash. Unlike traditional ads that people often tune out, experiential marketing gives customers something they can feel, remember, and share.

Starting small is the best way for those who are reluctant to overcome their hesitation. A branded table display or a 60-day inline activation in a high-traffic location provides a low-risk way to test the waters. Set clear goals — whether it’s lead generation, customer data capture, or direct sales — and measure the results to see how effective the effort is.

A strong brand identity provides today’s consumers with the authenticity and connection they crave. Experiential marketing creates ‌personal touchpoints in a way that digital and traditional channels simply can’t replicate. Done right, it not only drives immediate results but builds lasting relationships that position a brand to stand out and be remembered.

– Ray Sheehan is a USA National Bestselling Author and the Founder of Old City Media, a leading North American experiential marketing and event production agency. With a background in strategic planning, advertising, and event management, Ray has transformed Old City Media from a single-city startup into an international brand partner network trusted by Fortune 500 companies and top retail brands. Ray has been featured in Forbes Switzerland, Rolling Stone UK, Esquire Australia, Entrepreneur, and SUCCESS Magazine, recognized for his innovative approach to experiential activations, brand partnerships, and lead generation for nationwide home improvement companies. Earlier in his career, Ray partnered with UpcomingEvents.com in Philadelphia and worked with 20th Century FOX, where he oversaw production and launched a nationally syndicated television show. In 2020, he developed the G.I.F.T. Program at Old City Media, an innovative solution now embraced by grocery chains, retail stores, and other high-traffic big box locations. The program provides both brands and retailers with a turnkey platform for face-to-face engagement, lead generation, and new revenue growth. A recognized leader in the marketing industry and beyond, Ray continues to create scalable, results-driven programs that help brands build meaningful, measurable connections with consumers.