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Treva Cooke Experiential marketing is an industry that has always skewed female. It’s not unusual to find entire event departments that are staffed and run by women. Yet despite this unique gender bias across many brand organizations and agency teams, woman-owned agencies are still few and far between. Indeed, while many of the 100 agencies on Event Marketer’s 2018 It

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Why Experiential Marketing Is The Next Big Thing? by Andy Wooley in Experiential Marketing Why are so many brands investing in experiential marketing campaigns?   The stiff competition in the market has brands thinking outside the box day and night. Customers are now more than ever informed thanks to the several communication channels available. For this reason, as a brand, you

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A floating green on the Chicago River for the KPMG Women’s PGA Championship and a one-stop Smoothie Shoppe at the KitchenAid Senior PGA Championship. Whoever would’ve thought? As experiential marketing becomes more and more prevalent with the millennial demographic, title sponsors across all industries are required to get more creative with event marketing and activations to engage consumers. Studies show

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In psychology, there are five primary elements of sensory perception: visual, olfactory, auditory, gustatory, and somatosensory. You probably know them better as sight, smell, sound, taste, and touch, respectively. Wondering where this is going– and, more importantly, how it connects to the world of marketing? You’re about to find out. Marketing is all about capturing and retaining consumer attention, communicating

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In an increasingly digitized world, experiential marketing is proving popular among brands eager to retain a real-world connection with their consumers. Often heralded as a back to basics marketing approach, experiential marketing is in fact well suited to the needs of the modern consumer. For both Gen Z and millennials, there is a greater emphasis placed on experiences over material

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What is Experiential Marketing? by Andy Wooley in Experiential Marketing Is there a way that businesses can improve their marketing and involve their customers? Customers are the heartbeat of any business. Selling your products and services to non- loyal customers is the fastest way to crumble. As a business, your main aim should not to generate leads, remember that unless

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When I think about brands that support music in South Africa one of the first names that pop into my mind is Jägermeister. This association that I make is mainly due to Bea Theron, who has been the driving force behind the brand’s newer strategies, collaborations and activations for the last three years. As the head of experiential marketing at

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Experiential marketing has hit its stride. What was once viewed as experimental or even risky in terms of ROI—has officially proven its legitimacy with brands like Google, Lavazza Coffee, Geico, and Red Bull investing heavily in the space—and achieving massive returns. The premise of experiential marketing itself is giving marketers a chance to become truly creative in their approach and

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The comedian W.C. Fields once said “It ain’t what they call you, it’s what you answer to”. While it’s unlikely he was talking about experiential marketing, what with it being the early 1900s, it sums up the current position of the discipline perfectly. Experiential marketing is a multi-faceted beast (much like W.C. Fields really) but it’s in desperate need of

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Chinese consumer behavior has seen tremendous changes over the last few decades due to massive structural changes in Chinese society and the economy as a whole. The extraordinary GDP growth rate of the Chinese economy over the past 30 years surpasses that of any other country in the world and brings with it a huge increase in its middle-class. By

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