The power of experiential efforts in the marketing mix is evident in a TrendWatch survey conducted by TBA and Event Marketer magazine. More than half of respondents named advertising as the marketing discipline most aligned with their brands. But nearly a quarter of the respondents cited events, a higher percentage than those who cited online efforts.
TrendWatch surveyed business-to-business marketers, but the "numbers are more magnified" on the business-to-consumer side, Mr. Boyle says.
He sees a trend in marketers creating "integrated agency teams" that include experts from their ad agencies as well as other areas such as events and promotions.
"If we can work with a brand and PR and Hispanic agency to leverage and connect all the assets in a much more powerful way, the client gets tremendous benefits," he says.
Mr. Boyle cites two main strengths to experiential marketing: creating true two-way dialogue about the value of the brand and fostering an emotional attachment to the brand. "You create connections one-to-one that are difficult to create in other [marketing] experiences."
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