This guide has been written to help senior marketers better understand the opportunities offered by experiential marketing, outlining when and how the discipline can add value.
New studies show that we are continuing to spend less money on things, preferring to spend more on experiences. This ‘experience economy’ is having a growing impact on marketing, with budgets for experiential marketing rising for 19 consecutive quarters to Q2 2018. In a world of noise, brands are waking up to how to engage with their audience in a more meaningful, relevant and lasting way that translates into results.
But the traditional rules of marketing still apply. Brands must have clear goals, stick to a budget, reach a defined audience, stand out, remain on brand and be able to measure success. As experiential marketing grows, both in real terms and in potential, this report looks at what it entails, how to get it right, and how to ensure it contributes to the bottom line.
Econsultancy would like to thank the following interviewees who contributed to this report:
- Luci Beaufort-Dysart, Head of Live Events and Experiential, Hyphen
- Chris Dawson, Founder, The Field
- Andy Dougan, Global Business Partner and Head of Experiential, Geometry
- Jonathan Emmins, Founder, Amplify
- Lou Garrod, Deputy Managing Director, Sense
- James Hogben, Creative Director, Limelight Sports
- Richard Lloyd-Williams, Experiential Business Director, Collider
- Kat Mackenzie, Project Director, House of Vans London (and former Sports Marketing Manager, Red Bull)
- Neil Miller, Global Chief Experience Officer, BBH
- Dan Ortiz, Director, Global Strategy and Innovation, Think Jam
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