WELCOME TO THE EXPERIENTIAL ESSAYS - MARKETING SPECIAL

Experiential marketing has come of age.

Live, branded activity provides marketers with an opportunity to create a lasting impression on consumers who are increasingly hard to reach through traditional media.

Branded events are now commonplace at heavy footfall destinations such as shopping centres, railway stations and festivals.

Such campaigns enable brands to entertain and engage consumers on a personal level and even capture their details in order to create an ongoing dialogue.

Leading players from experiential marketing agencies have given us their thoughts on how they can help brands to interact with consumers on a deeper level.

Their essays and videos provide a colourful and thought-provoking illustration of this dynamic and exciting industry.

Richard Abbott, Deputy editor, Marketing