Experiential Marketing (EM) is all the buzz, but too many EM efforts begin with the buzz instead of the brand. The result? You remember the experience, but it doesn’t translate into desired actions.
To elicit the right reaction, the experience must communicate the right message- the “why;” the purpose; the thing you want them to remember. It should show how your brand solves a problem, sets a new standard or serves a new market segment. View the document…