Experiential marketing – marketing that encourages a target audience to actively engage and interact with a brand – isn’t new. It is attracting ever-increasing amounts of marketing investment, however, at a time when businesses are coming under unprecedented pressure to effectively manage change and respond to consumer demands. So, it is timely to reassess its role and better understand some of the emerging opportunities it now offers.
The nature of experiential
Unlike traditional marketing which puts the audience in the role of passive observer, experiential marketing is all about creating a memorable, emotional connection with a brand by encouraging participants...