Brands, you're doing experiential marketing wrong
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Experiential marketing is the current flavor of the month, especially as broadcast spending dips and digital becomes increasingly fraught. But it’s time clients and agencies took a hard look at whether spending millions of dollars on a one-time event is the best use of their investment.
The blink-and-you’ll-miss-it event is all well and good, but it’s hardly scalable. So instead of investing in one-off (call them “perishable”) events, consider taking a cue from another lifestyle trend: The “sustainable” approach to experiential.
“Perishable” to me evokes a one-night party in the Meatpacking District in New York, with a bunch of jaded “influencers” and bloggers checking their phones, while ignoring the very thing that they’re meant to have a hand in promoting: the lavish experience around them which cost a fortune to put on (and which generates a tremendous amount of waste in materials and food).
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