The brand experience method works best

Consumers have a bewildering number of choices and marketers have increasing amounts of information on prospects and customers, as Shane Baylis rightly points out (MW February 16).

There are also a myriad of media channels, but the irony is that consumers only actually welcome one form of communication and it is one of the simplest and most effective – brand experience marketing.

Allowing consumers to interrogate and experience brands at their best is something consumers welcome. It is also the most effective way to build new brand sales and generate brand switching. This applies to nearly every type of product and service, and contrary to common belief, it can be finely targeted. The reason for brand experience marketing remaining a tactical form of communication ordinarily purchased at junior level is because of traditional practices surrounding field marketing in the dim and distant past.

But in an age when so much time and effort is invested in complex communications solutions, why not simply talk face to face? It might catch on.

David Foster

Managing director

Raisley

London SE1

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