An integrated approach to experiential
In budget-conscious times, it's often events and experiential marketing that are put on a back burner in a brand's quest for cost savings. Now, as confidence returns and marketing projects restart, many decision-makers are once again seeing the benefit of a tangible brand experience.
Although experiential budgets may be rising, the landscape has changed. We’ve spoken to brands across the automotive, drinks and financial industries for their view on experiential marketing in today’s economic climate.
From the conversations we’ve had, it’s clear that the more ‘essential’, B2B elements of events have been prioritised over consumer-facing activity in the past few years. But the tides are turning, as consumer brands revisit bigger-budget experiential campaigns for a number of reasons.
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