Experiential Marketing and its role in an integrated marketing strategy is the featured topic of the July/August issue of Admap. Editor Colin Grimshaw (@colin_admap) says experiential marketing “connects audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters. Whereas traditional marketing has focused on mass communication using rational, left-brain directed persuasion, experiential marketing focuses on making a personalised connection using emotional, right-brain directed involvement.”
In her article, The Consistent Brand Experience, Liz Bigham (@lizbigham), SVP Marketing for Jack Morton Worldwide (@jackmorton) says, “There are myriad touchpoints for consumers to engage with your brand. It’s essential that these experiences deliver a consistent brand perception.” She offers 5 lessons in achieving brand consistency in the brand experience space:
1. Your brand is a verb, not a noun (a promise delivered — ‘do’ vs ‘tell’)
2. Decide that your brand is worth the investment
3. Owned media matters more (and often costs less) than other media
4. People and behavior are fundamental to the brand experience
5. Consumers don't distinguish between online and experiential, so neither should you