Market Summary - Experiential Marketing

At a Glance

Experiential Marketing is a highly creative media channel operating below the line.

Traditional marketing such as TV delivers to the mass audience with one short visual message. Experiential marketing targets smaller, carefully selected audiences enabling unique interactions that appeal to all senses leaving the consumer with a lasting impression of the brand. It also opens their subconscious to the brands further marketing channels.

Experiential has many definitions. For us it is about connecting people, brands & products through engaging experiences which are emotionally stimulating using our key senses of sight, sound, smell, taste and hearing – made possible through our creative campaign mechanics delivered by our hand picked brand ambassadors

Hot Topics

What's hot in Experiential Marketing?

• In 2010 the top 10 Experiential marketing agencies combined turnover was in excess of £110m
• Both agency and client agrees that Experiential marketing is the opportunity of the next few years as it gives great integration opportunities with digital
• The aim of 2012 will be to compete for people’s time rather than the events as there will be a considerable amount of clutter due to the games.
• Brands will need to distinguish themselves early on and be sure to be giving a clear message to the consumer
• Q4 2011 highlighted the value of events. Looking toward 2012 the aim is to align PR spend with Experiential spend in hope to bring the two closer together

What is Experiential Marketing?

Why Experiential?

• 89% of consumers actually want to try a brand before buying it
• 64% of consumers positively advocate experiential campaigns
• 80% agree that experiential marketing is more likely to give them information than other forms of communication
• 81% agree that experiential marketing would make them more receptive to other marketing from the product/brand
• 85% agree they would tell others about participating in an event

Experiential Marketing from Blackjack

In Summary

Experiential is the most talked about form of marketing.

At Blackjack, The Experential Agency:

• We create, develop, deploy and deliver campaigns
• We listen to our clients and our audience
• We learn
• We educate and inform both clients and consumers
• We trust and believe in what we do