LEVERAGING EXPERIENTIAL MARKETING FORDEEPER BRAND EQUITY IN GHANA: ASTRATEGIC IMPERATIVE FOR MODERN MARKETERS
April 11, 2025
Ghana, like many other markets, has witnessed significant evolution in marketing over the last decade. Marketers have embraced concepts such as data-driven marketing, digital and social media marketing, and content marketing. Notably, branding continues to be a dominant force in marketing, raising questions about why it has not yet been established as an independent discipline akin to marketing itself.
One marketing approach that has stood the test of time and is resurging with renewed vigor is experiential marketing. Experiential marketing creates meaningful customer engagement, fostering emotional connections, and ultimately strengthening brand equity. Experiential marketing leverages branded experiences to influence consumers and has become a dominant force in various industries, including tourism, hospitality, retail, fast-moving consumer goods (FMCG), luxury, and services.
The Future of Experiential Marketing in Ghana
Over the next decade, Ghana’s marketing industry is expected to experience significant growth, with marketers from emerging startups to global brands prioritizing experiential events. These immersive experiences drive meaningful engagement and create lasting impressions on consumers.
Humans naturally enjoy interaction and sharing experiences, which is exactly what experiential
marketing facilitates. This approach introduces brands to their target demographics in innovative ways, solidifying their market presence. Through experiential marketing, consumers gain a closer, more personal look at a brand’s products and services.
Market Growth and Investment Trends
- On a global scale, experiential marketing is on the rise:
- The experiential marketing service is projected to reach £57 million by 2027. (Source: Business Research Insights)
- CMOs are expected to allocate 21-50% of marketing budgets to experiential marketing. (Source: Freeman)
- On average, 14% of a marketing budget is spent on event marketing. (Source: AMEX GBT)
Effectiveness and ROI of Experiential Marketing
Marketing strategies must deliver a solid return on investment (ROI) to be worth pursuing. For brands
closely monitoring their budgets, experiential marketing provides measurable, significant returns.
• 85% of consumers are more likely to purchase after attending a live marketing event. (Source:
EventTrack)
• 91% of consumers report having more positive feelings about a brand after attending its events. (Source: EventTrack)
Brand Impact and Perception
Live events create lasting impressions that digital marketing alone cannot match. For brands looking to build trust and loyalty, the face-to-face aspect of experiential marketing is particularly powerful.
• 71% of younger generations report increased trust following brand interaction at live events.
(Source: Freeman)
• 85% say trust in a brand is critical for purchase decisions. (Source: Freeman)
Social Media and Content Generation
Live events drive substantial social media engagement, amplifying their impact beyond immediate attendees. This amplification adds significant value to investment in experiential marketing.
• 98% of consumers create digital or social content at events. (Source: EventTrack)
Global Trends in Experiential Event Content Preferences
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud exercitation ullamco laboris.
Alexis Ouellet – CEO Kitpapa
Attendees increasingly prefer interactive and hands-on experiences:
• 56% of attendees favor hands-on interaction or participatory activities. (Source: Freeman)
• 52% of attendees prefer networking events focused on industry challenges. (Source: Freeman)
Workforce Demographics and Future Implications
By 2030, workforce composition is projected as follows:
- Gen Z: 35%
- Millennials: 40%
- Gen X: 20%
- Boomers: 5%
These trends emphasize the importance of adapting experiential marketing strategies to align with the expectations of a younger, more experience-driven workforce. However, refining these strategies is essential to ensure they resonate with target audiences. Smart event tracking tools can assist in measuring engagement rates, dwell time, foot traffic, heat maps, and real-time crowd density.
Conclusion
As marketing continues to evolve, technological advancements have addressed many of its past
challenges. The role of customer experience (CX) cannot be overstated. Businesses that integrate CX into
their marketing strategies will not only enhance brand perception but also drive long-term growth and
sustainability. To stay ahead in today’s competitive landscape, marketers must embrace this shift and
prioritize customer experience as a core component of their strategies
—-Written By—–
Qasim A Mujeeb
Experiential Marketing Expert