Experiential Marketing

Another buzzword to creep into marketing vernacular recently is "Experiential Marketing".

This is a term for branded events where customers and prospects use and/or get close to the brand sponsoring the event.

It could be a branded "customers‑only" tent at a major outdoor festival, or a drive‑day for a new vehicle launch, or maybe a select group get to trial a product before it is launched.

Call it what you will, marketers are looking for ways to get their best customers and prospects to use their products in a sponsored environment and therefore become more loyal to the brand.

These experiential events aren't new, but they are being used more frequently as they can often be cheaper than trying to reach customers through fragmented media.

At MAD we have run events for our own business and our clients for years. Our sister company The Marketing Campus regularly holds education events for hundreds of people around the country and we also stage our own trade shows.

Malcolm's wife is an Event Manager and holds annual events throughout Australia and New Zealand for hundreds of clients, so you could say experiential and event marketing is in our DNA.

Call or e‑mail Malcolm Auld or Paul Anderson on +61 2 9976 0900 or inquiry@madmail.com.au to learn how we can help improve your brand experience.