Experiential needs to be firmly on the radar

With such strong evidence to suggest that not only do marketers have experiential in mind, but that it can and does deliver fantastic results, it seems odd that it’s often considered as an afterthought in “integrated” campaigns (MW March 30).

Don’t get me wrong – we work with many clients who understand the need for experiential, along with all other available tactics, to be considered at the outset of developing a campaign. But it’s still apparent that a campaign element such as experiential isn’t always on the radar for every brand manager.

A truly integrated campaign needs to begin with a big idea, which can then translate across all the marketing techniques deemed suitable, dependent on considerations such as objective and target audience.

If experiential activity – or indeed any other type of activity – isn’t deemed suitable at this point, then it isn’t carried forward into the final strategy. But at least every tactic has been given a fair chance to shine.

Working in this way will ensure a consistent message and enable a campaign to be developed that will deliver the highest ROI using the most appropriate marketing mix.

Rob Gray

Managing partner

Purity

London WC2

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here