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October 5, 2007

Experiential marketing conference to launch in Asia Pacific

The first conference in Asia-Pacific dedicated to experiential marketing will be held in Sydney this year, and will feature more than 30 speakers from North America, the UK, Asia, New Zealand and Australia.
Experiential Marketing Insights Conference and Exhibition will be held on the 13-14 November 2007 at Sydney’s Star City Hotel & Casino. Designed to not only increase the profile and understanding of experiential marketing, the conference programme includes case studies, best practices and business intelligence that will help marketers raise the calibre of execution, creativity and measurement in experiential marketing strategies and tactics.
Speakers who represent a mix of brand marketers, agency professionals, researchers and industry thought-leaders will share insights and real examples on how many of the world’s biggest and most respected brands are re-connecting with their customers and reaching new audiences in truly memorable and engaging environments.
“We have brought together some of the sharpest minds from around the globe in marketing and advertising who have been doing some really innovative stuff in the experiential marketing space,” said Mark Harvey, director of Wakamo, the conference producer.
“These are people who have been using experiential marketing strategies very effectively and, in some cases, pioneering the way. Attending this conference provides a rare opportunity for marketers to hear what’s happening now, what’s working and what’s next in experiential marketing.”
Designing brand experiences to change brand perceptions and behavior is fast becoming a crucial component of the marketing mix. Media fragmentation is accelerating and it’s becoming ever more difficult to reach target audiences via mass media channels. As competition for “share of attention” intensifies, marketers are searching for new avenues to reach consumers in more relevant and engaging ways.
As a result, spending in the area of experiential marketing is set to grow as marketing budget holders now believe that it offers considerable advantages over other marketing tools, especially in building brand loyalty and encouraging word of mouth recommendation amongst consumers. However, despite the ground swell of movement towards experiential marketing, there still seems to be low levels understanding within the senior marketing community regarding the term itself.
“There is a real need for this conference to not only get everyone on the same page and to better define experiential marketing, but to also look at what the rest of the world is doing in this space and understand where it is heading in Asia Pacific,” said Harvey. “Experiential marketing will become increasingly central to a brand’s marketing programme as the communication marketplace evolves. so its vital marketers grasp the real opportunities available in this area of marketing.”

For more information, visit EMinsights.com

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