Marketers often believe brand experience or experiential marketing can’t be measured. And we all know that in today’s data-driven marketing environment, it’s almost impossible to mobilise budget for activity without having tangible results that clearly demonstrate ROI.
All too often, this means experiential activity is overlooked or is the first thing to go when budgets are cut.
In reality, a well-deployed (and well-measured) brand experience can be a business’s most powerful and efficient spend. With established and accepted measurement practices, the metrics for traditional media activity often goes unquestioned, while clients say their gut instinct tells them experiential activity is making an impact but they are at a loss to prove it.
With more global brands shifting their focus and funds to live experiences – Amazon one of the most active in this space – it’s time to bust the myth that experiential isn’t measurable.
To find out more, check out this recent article in Marketing Mag from our very own Client Services Director, Taryn Atkinson.