Posts Categorized: Engagement

Is experiential impossible to define?

The increasing diversity and continual evolution of this growing marketing discipline makes it tough to articulate. But Sense planning director Alex Smith believes he has a solution.

Budweiser’s TV and YouTube ad for the 2015 Superbowl featured a live Pacman game

Over the years there have been many attempts to define experiential marketing, and generally they have fallen short. This is hardly surprising, as recognisable examples of the discipline have taken on an unlimited number of forms.

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Advertising’s authenticity problem

Thanks to Jade Goody and Jeremy Beadle, experiential can help advertising get real and closer to people’s lives, says Alex Smith, planning director at Sense.

Advertising has always been in competition with entertainment media, and has always tried to copy it in order to borrow some of our attention. We’ve seen our love of movies and drama condensed into 30 second spots. Our tastes in art have carried over to print. In infomercials we see the aping of our favourite chat shows, and in advertorials a shameless camouflage of sales in the trappings of editorial.

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Experiential – The 2016 version

We’ve all read about mobile, VR, CSR and 360 video, but what are the really new and exciting undercurrents starting to create ripples in the brand experience pool? Regular Event blogger Alex Smith, from Sense, picks his top three.

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There isn’t too much advertising – there’s too little

If adverts were in more real, relevant places, they’d create deeper brand experiences and be more effective, says Alex Smith, planning director at agency Sense.

We’re all familiar with the idea that the world is oversaturated with messages. Advertising seems to be everywhere, always trying to butt in. “What,” we cry, “doesn’t have a brand tastelessly plastered over it these days?”

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Experience counts… particularly in retail

Retailers need to make far more of the special relationship they have with their customers, says Alex Smith, planning director at real world marketing agency Sense.

Customer experience has always been important. Timely delivery and courteous service, for example, have perennially been key to generating loyalty. This has never been more important in the current increasingly competitive business landscape, where many businesses provide similar products and services.

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