07

Why Experiential Is The Emerging Tactic In Marketing.

/ 5 min read

When we first set out to find the reason a third of the world's largest marketers are planning to spend 21-50 percent of their budgets on experiential marketing in the next few years (Freeman Global Brand Experience Study, 2017), we had only a vague idea of where we were going. Then, a new world opened to us and overcame our natural suspicions. It is a world of campaigns so appealing that people enthusiastically share them.

EXPLORE
06

Trends That Move Brands.

/ 5 min read

Statistics showing advertising over-saturation and low confidence in advertising messages are caused by conformity. Media churn out similar - and therefore wholly predictable - presentations of brand benefits at us. They keep repeating the same message, increasingly fiercely: how they have improved the product and innovated the service, and how great we'll feel with them. They seem to have overlooked the fact that our attention has shifted from the brands that offer themselves to the brands that attract us through their activities. Hand on heart. How many times have you found yourself looking at a banner, a spot, or an advertisement and said, “I want to experience that too. Who's behind it?”

EXPLORE
05

Is Experiential Marketing (Just) An Event?

/ 3 min read

“Events are dead”, declared Salvatore Sagone, head of Bea World, the largest international event festival. The publishing of this remark in Marketing and Media in November 2017 unleashed a torrent of discussion. Event agencies in the Czech Republic began by defending their work, saying it depends on the quality of the event. 

EXPLORE
04

Innovate The Experience, Not Just The Product.

/ 6 min read

In recent years, brands have competed with one another mostly in the field of advantages and price. And gradually, they admit that more than ever before, their campaigns merely persuade. Their marketers realize that building future relationships with their customers, creating emotional connections, and inspiring loyalty must go beyond traditional “one-way” communications channels such as television or print advertising.

EXPLORE