Experience born of experiences

Having read the news analysis on experiential marketing (MW February 13), I feel compelled to give an account of experiential marketing from the perspective of those that arguably understand it best: field marketers.

Experiential marketing can manifest itself in many forms from handing out samples at railway stations, to building a mock Absolut bottle, but if it is to become the next big thing – as Chris Pullen suggests – it will require more than simply theatricality.

Nothing less than the combination of creative concepts, high-quality profiling of catchment areas, audience-targeting in relevant environments, quality of execution and attention to detail will do.

But most important, and most often overlooked, is the measurement and evaluation of pre-determined criteria. After all, this is what will determine whether customers flood through the checkouts or part with their credit card numbers.

The recipe for success is about doing exactly what it says on the tin – giving someone an experience and leaving them wanting more. If the experience has left the customer with nothing, the brand is ultimately left with nothing too.

To take the example of Nestlé’s Double Cream bar “experience”, it doesn’t take an Einstein to figure out that 73,000 bars of chocolate are going to be

stolen in 20 minutes if you plant a jackknifed lorry full of them in a busy city centre. But how do you expect anyone to have an emotional experience with your brand when you haven’t bothered to think about each potential customer as special – and how do you ultimately determine the success of such a campaign?

To say that response mechanisms “are ways of knowing how successful you’ve been” is certainly wide of the mark for long-term brand success. It hardly takes into account how successful the brand has been after the competition or event has finished – and that is ultimately what you’re after.

Tracey Wills

Client services director





Fila marketing boss steps down

Marketing Week

Sportswear brand Fila is without a top marketer after Dominic Munnelly quit the company. He joined Fila in 1997 and took over as marketing manager in a restructure following the departure of Stuart Ryan in 2001 (MW May 24, 2001). Munnelly’s departure comes just weeks before parent company Fila Holdings is due to agree terms […]

Foster’s targets women with ‘Shorties’ lager

Marketing Week

This week, Scottish Courage launches the smallest lager bottle in the UK market. The 200ml Foster’s Shortie bottles, to be rolled out later this week, are expected to retail at between £8.99 and £9.99 for a pack of 20 and are aimed at female consumers in an attempt to build lager sales. Industry insiders say […]

Ryanair axes entire Buzz marketing team

Marketing Week

Budget airline Buzz’s marketing and commercial team will be axed following the sale of the low-cost airline, which was launched in January 2000 by Dutch airline KLM, to rival Ryanair. All seven members of the marketing team have been handed their notice. UK head of sales and marketing Adam Harris, European head of sales and […]


    Leave a comment