Four Pillars of Experiential Marketing (II)

In a previous post I introduced a four-pillar framework to help marketers build excellent experiential marketing campaigns. Remember that brands use experiential marketing to personally interact with consumers. It’s different to conventional marketing because they use an unforgettable live event to draw the interest of consumers and raise and spread awareness of the brand by word […]

Four pillars of experiential marketing (I)

In the world of marketing, experiential is officially a buzzword. All brands are now expected to go experiential: develop non-TV, non-print campaigns around live events in which consumers interact with the brand. Such activities, the argument goes, provide personal and memorable experiences for consumers and therefore bring them closer to the brand, trigger motivation, and […]

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