Archive for the ‘EMS Summit’ tag

The Rise of Experiential Marketing

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As Adam Harter, Vice President of Consumer Engagement at Pepsi, delivered his keynote presentation, it was clear that Experiential Marketing has made significant advances in the minds – and budgets – of leading brands.

Harter presented five distinct campaigns at this year’s Experiential Marketing Summit in Denver (including MKTG’s very own F!ZZ campaign.) He highlighted the effectiveness of experiential marketing in achieving the marketer’s ultimate goal: to have people joyously engaging with their brand, becoming active advocates and leaving with a deep emotional connection.

In the last few years we’ve noticed how experiential marketing was moving up the strategic marketing continuum, from an add-on tactic to a core component of the strategic marketing mix. This year’s EMS suggests that many brands are in fact moving experiential to the core of their overall marketing strategy, essentially re-architecting the traditional IMC model with consumer experience at the center.

 

“Everything is an event. Everything done well is an experience.” – Chobani CMO Peter McGuinness

 

Article written by Paul Fitzpatrick, Vice President, Business Development at MKTG

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