This paper deals with the American School of Experiential Marketing which, without a doubt, was conceived and developed to the point mostly on American soil. The main tool of this type of marketing is the consumer experience which goes beyond just buying. Experiential marketing evolved throughout history from other forms of marketing, most notably traditional marketing. Of great importance for the development of experiential marketing were the theorists of the American School of Experiential Marketing while most prominent are Shaz Smilansky and Bernd Schmitt. Shaz Smilansky was co-founder and CEO of experiential marketing agency Blazinstar Marketing. She is also author of book called Experiential Marketing: A Practical Guide to Interactive Brand Experiences (2009) and is one of the youngest and most promising developers of experiential marketing techniques that advocates innovative processes in this industry. Even though this paper is about American School, Bernd Schmitt’s endowment to this field must not be overlooked. He is a German lecturer and he contributed to field of experiential marketing not only through his books, but also sessions at conferences all over the world to audience that consists of leading companies. He is also CEO of the Ex Group, a consulting firm focusing on innovation and customer experience, a professor at Columbia Business School in New York. In his book “Experiential marketing” in 1999 he defined five types of experiences used in experiential marketing and established theoretical framework for experiential marketing. Finally, Psychology plays a major role in creating experiences. It is crucial part which gives marketers an opportunity to deeply analyse and get to know with the potential customers after which they are able to create experiences based on needs, desires and emotions that targeted group is most keen on.