Experiential marketing is one of the hottest small business trends for 2018. But what is it, and why should small businesses use it? Experiential Marketing involves encouraging your clients and potential consumers to take part in the growth of your business through in-person events. It uses positive, memorable experiences to create valuable emotional bonds between clients and brands, which results in increased consumer brand awareness and brand loyalty.

For example, one of the most popular experiential marketing campaigns was Coca-Cola’s for dehydrated beachgoers in Brazil. Attendees were treated to free cans of Coke after demolishing a giant ice block.

Studies have shown that people learn from an experience through either becoming a part of it or analyzing it. This is where experiential marketing comes in, as it gives consumers the chance to get to know your brand personally. It not only involves them, but allows them to make a choice. And the best platform for this? Social media.

Utilizing social media is the optimal way to get potential attendees excited about your event. You should make official announcements on your various social media outlets, and ask your employees and existing customers to share. Also, create a hashtag that attendees can use to ensure that their posts reach the right online audience. Offering an incentive can go a long way as well, such as a door prize or gift certificate.

Finally, experiential marketing is the surest way to reach Millennials, who eschew traditional marketing. Millennials are the largest generation America has ever seen, and simply cannot be ignored when it comes to marketing. There are over 83 million Millennials in the United States alone and this generation places much more stock in experience, yet won’t feel compelled to demolish anything at your experiential marketing event, unless invited to.