Experiential marketing is a powerful tool for brands, but delivering great campaigns must involve brilliant creativity, flawless execution and a rigorous scientific approach to developing strategy, argues Wim Van der Borght.
Reality entertainment is forcing brands to rethink the fictional content they base their marketing on. If executed with the authenticity required, experiential can solve many of the challenges faced by advertisers today, says Sense’s Alex Smith.
The key to creating the ideal exhibition stand is dependent on more than only available space and size, says drp’s Edward Vickery. The hybrid approach offers brands five key strategies to maximise their return on investment.
Experiential marketing is back in fashion, says Cackle Street’s Steven Gordon-Wilson. But brands must take a comprehensive approach to their marketing and understand that experiential is now an event, not just another campaign.
‘No brand is an island, entire of itself, every brand is a piece of a market, a part of an occasion’. So brands working together in an integrated multi-discipline occasion based experiential activity are so much more engaging, says Brand Belief’s Brian George.