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


London WC2

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