It’s no surprise that experiential marketing’s popularity has grown. According to an Event Marketer/Mosaic study, 85 percent of consumers buy from a brand after attending one of its events or participating in one of its experiences. On top of that, the same study found that 91 percent of respondents said that positive brand experiences left them with positive feelings about that brand afterward.
When an experiential campaign soars, few people remember the logistics. Attendees focus on the event’s buzz, the overall atmosphere, and how the experience made them feel. They remember the vivid scenery and the engagement components.
Many marketers overlook the coordination necessary to pull such an experience together. Logistics — i.e., scheduling, staffing, and venue management — are the gears that help an activation come together. Clients aren’t likely to focus on them, but they play an important role in bringing programs to life.
