Experiential Brings the Fire
Traditionally, marketing professionals have mistakenly thought of experiential marketing as just another channel in the marketing mix. This mischaracterization has reduced the productivity of how the discipline is discussed, purchased, integrated into other marketing efforts, and measured.
But really, experiential marketing isn’t a slice of the marketing pie — it IS the pie, in aggregate and in miniature. Because it leverages any and all media, in any variety of combinations, to invite customers to explore brands for themselves.
Each different experiential program mixes and blends the other marketing disciplines to create new experiences — experiences that could take the form of anything from guerrilla street teams to sponsored rock concerts, tours to immersion theaters, welcome centers, vehicle ride and drives, and training programs.
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