Included from the outset as a core element of the creative marketing mix, experiential has the power to wow. Ian Priestman, head of experiential at Blackjack Promotions explains how.
In the same way that you create standout for the consumer, to engage with the brand, experiential agencies need to create standout for the marketers and planners to understand why they should be using experiential marketing.
In the same way we need to communicate the brand message, product USP or sales drive – we should be able do the same for our own offering.
It’s all too easy for experiential to be missed out of the marketing mix, using the excuse that it has limited reach, high cost of contact and basically is seen as hard work. Let’s make sure that we have an answer to all these negative responses with strong case studies and proven measurements of the standout successes of the campaign.
As we know, experiential works very well either as an amplification of a mixed marketing campaign or to create the content for digital and PR amplification.