Tag Archives: sally durcan

The importance of specialist experiential marketing agencies

By , Tuesday, 24 May 2011, 4:53 pm Be the first to comment

A while ago we have discussed the importance of integrating the channels of communication mix to deliver an effective brand message and increase the ROI spend. With more brands looking to incorporate experiential activities in to their mix, why take the risk of damaging your brand by leaving the responsibility with non-specialists?

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The rise of experience-focussed TV spots

By , Thursday, 7 April 2011, 11:45 am Be the first to comment

Recently, we have been seeing more and more brands using “experiential activity” as part of their advertising campaign. We know that experiential marketing campaigns can produce great content that can be used in both the traditional and social media channels and last week we had an in-depth look at two examples on our blog.

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Are you neglecting 70% of your audience?

By , Thursday, 24 March 2011, 4:38 pm Be the first to comment

People react to live brand experiences in different ways. Some are participants, some are spectators. Brands often measure ROI on participants and rightly so, but what about the people that pass by without interacting? Research suggests that these people make up to 70% of the potential audience that are exposed to an event! What effect do live brand experiences have on these spectators and what impact does this have on that all-important ROI?

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Heineken keeping it real

By , Friday, 25 February 2011, 5:38 pm Be the first to comment

This week it was very interesting to see Heineken “doing a Porsche” and celebrating their one millionth Facebook “Like”. They sent a branded “hug team” out in to Amsterdam to give out hugs to their customers.

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Marketing to the promotional calendar

By , Friday, 18 February 2011, 10:13 am Be the first to comment

In 450 BC Confucius said “I hear and I forget, I see and I remember, I experience and I understand”. As marketeers, we know that consumers are more likely to trial a brand or product or buy it again if you have broken the mould of normality and caused them to stop and engage with you, giving them something else to form a comparison against. Having disposed of Valentine’s Day and with Easter just around the corner, many brands are looking to sell more products and gain more long term customers by using these key holiday periods to their advantage. But how is this possible, if more and more brands are competing in the same space at the same time? Does the value of your activity become eroded?

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Experiential on the front line: How staff can make all the difference

By , Wednesday, 9 February 2011, 10:11 am Be the first to comment

Live brand experiences are an important element in the Experiential tool-box. We asked one of our event managers, Zoe Lucy about what she expects from her staff and how the right staff can make all the different at a live brand experience.

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What IS Experiential Marketing?

By , Wednesday, 2 February 2011, 12:00 pm Be the first to comment

So here we are…the first Event blog post from Hotcow. How nice to be out of our field.

I thought I would start off with a contentious question. What IS Experiential Marketing?

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