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Brand experiences can provide an entertaining distraction but they are limited in the number of people they reach. Now marketers are turning to digital to amplify live events and tap into a mass audience.
Experiential marketing is all about people so if your brand ambassadors are not up for it, the campaign will fall flat. We asked the experts how they find the best team for the job.
The traditional roles of field marketing agencies - product sampling and data-based merchandising - have evolved in recent times to embrace experiential and events activity. Now, some claim experiential agencies are moving into the territory occupied by sales promotion specialists.
LONDON - As the recession continues to bite, getting consumers to sample brands is top of the agenda, but is the focus on experiential overcomplicating the market ?
LONDON - Wilkinson Sword is sponsoring this year's Movember, a charity moustache-growing event to raise awareness of men's health issues and raise money for The Prostate Cancer Charity.
LONDON - In the UK there were 555 summer festivals, attended collectively by more than 3m people - a highly lucrative audience with which an unprecedented number of brands are seeking to connect. While any marketer or agency will say brands need to enhance the festival experience rather than detract...
LONDON - Marketing has launched a Virtual Fair, offering marketers the chance to learn about the latest consumer-engagement techniques through video interviews with industry experts.
LONDON - British Airways has offered a free flight to Mr T following the revelation that The A-Team star will be 'getting on a plane' to the UK next year to promote Snickers.
LONDON - Mr T has been persuaded to 'get on a plane' to tour the UK next year so that he can promote Snickers as part of the ongoing 'Get some nuts' campaign.
LONDON - Bill Clinton beat favourite George Bush senior to become president in 1992 using the catchphrase, 'It's the economy, stupid'.
