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Are you experienced?

There is a growing body of evidence that people trust advertising less today than ever before, and prefer to build their own brand associations from experience and other influences. The big brand champions have latched on to this trend and adopted “experiential” marketing as a new tool to help gain influence and trust in their brands.

This is of course nothing new. Who hasn't been offered a new brand of chocolate or a packet of crisps on a mainline station? The “suck-it-and-see” promotion has been around as long as marketing itself, but many companies are now adopting new and innovative ways to get their targets to “experience” their brands.

According to results of an extensive new survey by Jack Morton Worldwide, live event marketing experiences are among the most effective ways to influence coveted consumer audiences. In the USA, spending on experiential marketing grew to a staggering $166 billion in 2004.