Industry guide details experiential marketing
A
Sense product story
Edited by the Marketingweek Marketplace editorial team
May 22, 2009
Sense has launched an industry guide dedicated to experiential marketing to assist with brand planning and trend spotting.
The guide details top trends including: why brands and consumers love experiential and crave two-way relationships that traditional media cannot offer; integration - why ATL is now being driven by experiential executions; why experiential and digital are the fastest two growing mediums and work seamlessly together; why shopping centres and train stations are not the force they used to be; and the latest technologies that change the ways of engaging consumers.
A section on measurement explains the risks of analysing consumer insights and data post campaigns.
Tracking and enhancing a campaign while it is live ensures that companies hit KPIs and the company outlines this in its 'Sensical' model.
The guide also covers the benefits of quality communications, how much budget to allocate to experiential in the next five years, and why brands are investing heavily in experiential and digital.
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