Experiential marketers have a lot to celebrate. At a time that’s seen predictions of declining advertising spend, marketers have shown an interest in growing their experiential budgets.
1. Recognize that experiential isn’t a channel
2. Embrace brand planning
3. Measure. Measure. Measure.
Unfortunately, there’s no “one size fits all” methodology that can be applied in order to achieve this. However, in general terms, using qualitative research techniques is a worthwhile starting point. For instance, understanding consumer’s perceptions and behavior before, during and after an experience and comparing these to a control group of consumers not exposed to the experience can tell you a lot about the effectiveness of a creative idea in communicating the right message, to solicit the right reaction.
And this is just the tip of the iceberg. It’s fantastic news that experiential marketing is in such good health globally, but in order to sustain, grow and reaffirm its status as one of the most influential marketing techniques, both now and in the future, we need to get our house in order.