MADISON AVENUE wants to get its act together this summer and take it on the road.
Sounds like new brands are experimenting with experiential marketing this summer. See if any align with your events.
A couple interesting points worth noting:
- New York Times reporter calls experiential marketing a "popular trend," as if this idea were new. It's not, but it's still great to see one of the most powerful marketing media finally receive some positive recognition, particularly since 3 short years ago, politicians, consumers, and the media bemoaned the evils of sponsorship.
- Two interesting quotes in the article:
“'In these days of digital, high-tech, social media, we can’t forget how important the one-to-one is,'” said George F. Schweitzer, president of the CBS Marketing Group division of the CBS Corporation."
“'We think of this as a different way to work with advertisers,'” said Chris McLoughlin, publisher at Men’s Journal, owned by Wenner Media, helping brands stand out amid “'a clogged freeway of marketing.'”
Indeed our "clogged freeway" has become a constant deluge of information that we want nothing more than to shut off. The one-on-one interaction that sponsors and others engaging in experiential and event marketing are investing in represents high quality interactions –– the ability to make eye contact, shake hands, have a conversation, build relationships. It allows a brand the opportunity to communicate and connect through tactile and three-dimensional experiences.
How is your brand connecting through experiential marketing this summer?