Taking Experiential Marketing Beyond Events and the Tradeshow Floor

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From MarketingProfs

In a world where consumers are more likely to shell out for concert tickets than buy their favorite band's merchandise, there's no doubting the power of experiences.

Consumers today want a brand they patronize to enrich their lives, not just fill their closets or decorate their walls. That's why brands were predicted to increase their spending for experiential marketing 11% in 2017—nearly double from just two years ago.

That said, to deliver truly transformative experiences, brands must challenge the traditional take on events and tradeshow exhibits. We're entering a new generation of experiential marketing that considers cultural context, program timing, content development, and positioning within a brand's long-term business objectives.

Using better insights to expand your experiential efforts, you can go beyond the places your brand normally advertises and activates.

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