‘If you build it they will come’: a nice fantasy, but no longer true, says Jack Morton’s Sebastien Klein. In the world of experiential marketing, promoting the whole life cycle of the experience is just as important as excellence in execution.
Experiential marketing budgets remain tighter than skinny jeans post-pandemic. Inflation has raised costs, slashed marketing budgets, and made sponsor dollars harder to secure. Meanwhile, attendees expect more than ever; they crave an ultra-relevant, stimulating experience beyond inspirational content, with more immersive interactions and opportunities to connect.
Thus, for good reason, experiential marketing teams hustle to add as much value to their experiences as possible. But they often stumble when it’s time to extract it – a letdown amid heightened scrutiny on expenditure.
Crafting a compelling experience is crucial, but equally significant is the strategic promotion that precedes, accompanies, and follows it. Today, the success of an experience extends far …