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 total brand experience', EM is often touted as the new kid on the block. It supposedly goes further than other communication channels in genuinely engaging target consumers, and winning hearts and minds in the battle for ongoing brand usage and advocacy. Cynics, however, dismiss EM as nothing more than field marketing with 'bells and whistles'. Certainly, research we have undertaken indicates that the jury remains in deliberation as to the value of what is still a relatively new discipline.