Sense Managing Director Nick Adams and Innocent Brand Activation Manager Jamie Sterry explain why experiential is growing in popularity in an article in Marketing Magazine.
Experiential marketing is becoming more popular, as traditional advertising is failing to hit the mark, according to leading agencies.
Nick Adams, managing director of Sense, which boasts Innocent, The Economist and Warburton’s among its clients, recently published ‘Real World Ideas – A Guide to Modern Experiential Marketing’.
He argues that changes in media consumption mean a ‘coming of age’ for experiential marketing.
“We genuinely believe now is the most exciting time in experiential marketing that there has been in the last 10 years,” he said.
“The reason is that experiential marketing has become mainstream and it is incredibly aligned to how brands now are looking to connect to consumers.”
Adams said many agencies are increasingly adding experiential initiatives into overall marketing plans, as it is becoming the most ‘relevant’ and ‘meaningful’ way to connect to consumers. This has been driven by the way people are consuming media and the fact that traditional advertising is simply not providing the same benefits for brands that it used to.
“Consumers are spending hours a day looking at stuff on Youtube and Facebook. Their consumption of the media is increasing but just in a different form. The important thing is that it is reality media,” Adams said.
Innocent has been at the forefront of experiential marketing and even before the onslaught of social media.
Jamie Sterry, brand activation manager, said experiential marketing allowed Innocent to build a solid fan base and build a story when it had little funding for major advertising.
“I think by doing events and having a real world presence it enabled us to build quite a solid fan base and we had a lot of brand advocates,” he said.
“When social media came about it was a natural way to continue that conversation.”
The brand has recently launched Innocent Unplugged, a festival targeting younger people who want to switch off from all technology. “When people step foot in there they will get the brand,” he said.
He admits that traditional media and marketing is still doing an awareness job but said: “This (experiential marketing) is delivering that talkability. This is the part of your brand people are going to talk about and remember you for.”