Brand Before Bucks: Curating Experiences Can Elevate Black Entrepreneurs’ Impact Beyond An ROI

In a world dominated by digital screens, the power of human connection has never been more necessary. For Black businesses looking to grow and scale, experiential marketing offers an impactful opportunity to create deep bonds with customers, cultivate brand loyalty and drive growth.

Unlike traditional advertising that focuses on information dissemination, experiential marketing immerses consumers in a brand’s world, creating memorable experiences that resonate long after the event. This approach is particularly effective for Black-owned businesses, as it has the potential for authentic storytelling, community building, and a celebration of our culture.

New statistics show the impact of experiential marketing:

• 91% of consumers are more likely to purchase a product or service after participating in a brand activation or experience.
• 80% of people prefer in-person events over virtual events. – Freeman   
• 80.4% of event organizers agree that in-person events are their organization’s most impactful marketing channel. – Bizzabo

To gain deeper insights into leveraging experiential marketing for small businesses, Chelsea Hannah, founder of Vessel Experiential, shares insights on leveraging experiential marketing for small business growth.

Adebukola: What is experiential marketing?

Chelsea Hannah: Experiential marketing is simply creating an experience that creates a closer bond between the consumer and the brand. Essentially, it’s any human interaction people have with the brand. 

Adebukola: Can digital brands be experiential too?

Chelsea: Experiential marketing can be defined as in person or digital. For example, during the pandemic we saw lots of virtual experiences— live events, talks, conferences and all—those all are considered experiential. Think about it: When you go on a social media page, you are getting an experience from the brand.

Adebukola: Many small businesses are unsure about the value of experiential marketing, especially those with limited budgets. What would you say to them?

Chelsea: You can create brand experiences at a low cost! When I first started working with a small brand, I learned to be resourceful with our limited budget. Don’t be afraid to negotiate partnerships and emphasize the unique value your brand brings to the table in exchange for support. Small businesses should still invest in experiential marketing as a tool for growth because it has the potential to occupy more mindshare of your customers.

Adebukola: What are some affordable, low-effort experiential marketing strategies that small businesses can implement?

Chelsea: I love this question. Dinners! Dinners are one of my favorite experiences because they’re intimate gatherings and you can truly connect with people over good food. As a small business you can collaborate with restaurants to host dinners or host one in your own home.