Experiential marketing programs allow consumers to become active participants in a marketing effort. Well planned and executed experiential marketing programs can be very memorable and relevant and can result in a positive change in consumer behavior (such as making a purchase) and attitudes (such as changing brand preference).

Experiential marketing programs most often are associated with consumer events. Some examples include sampling and live hands-on product demos allowing consumers to touch and use a product rather than just hear or read about it. Taking experiences further, experiential marketing programs may include interesting, fun and relevant activities - both offline and online - to create positive impact.