How to measure experiential marketing
Kate Halliday and Matthew Coles
It is well documented that today's consumers are bombarded with literally thousands of brand messages in the normal course of a day. Established and less established channels of marketing communication compete for the attention of Joe Public, albeit often for just a nanosecond. The growth of experiential marketing (EM) can be linked to the recognised need to seek ways to stand out from the competition and to cut through this 'clutter'.
Defined as 'a live interaction with consumers, which presents products or ideas within the context of a...