Experiential marketing enables brands to create stronger, more meaningful connections with their customers. It is evolving as a marketing discipline thanks to technological advancements and increasing customer demand for more personal dialogues with brands.

This report, an abridged version of Econsultancy’s Experiential Marketing Best Practice Guide, sets out the business case and a campaign framework for brands considering launching their own experiential marketing activities. It covers:

  • The case for experiential: How does experiential marketing bring brands closer to their audiences, both in B2B and B2C?
  • Campaign types: What do best-in-class brand examples show about the potential use cases of experiential marketing, and what elements do successful campaigns usually have in common?
  • Brand compatibility: What are the main considerations for marketers weighing up whether experiential marketing is right for their brand?
  • Planning stages: Preparations for an experiential campaign will vary according to the type of activity proposed, but what are the key steps brands should follow?
  • Measuring success: What metrics can brands use to measure the success of their experiential campaigns, and how can social listening be employed to help add depth to the data?