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November 14, 2006

IT WORKS 2: Live marketing industry leaders on meeting the experiential challenge

Following on from last week's video highlighting the MICE Group’s research (Experiential Marketing: It Works!), three more industry figures share their views on whether experiential marketing can deliver in the long term. 

This week, the consultant, the agency giant and the editor…

This week's respondents bemoan not only the lack of any common understanding, but also the "all talk no action" stance the industry seems to be taking. Experiential is definitely making people sit up and take notice, but there is still inertia from the very core of the marketing community. We are no longer just an interesting sideline – the days of events/live markeitng being stuck in the marketing backwater are gone. It's time to focus on the greater good of the industry, and move forward as a cohesive unit... but with so many different agendas running and so many agencies looking for competitve advantage, is this a realistsic proposition?

Click here to watch the interview with MICE Group's John Young

Click here for a copy of the full report Expriential Marketing: It Works



Sarah Farrugia
Farrugia Leo Research & Consultancy 

“Let’s stop talking and musing, let’s just get out there making allies, building the case, joining up thinking. I am really bored by all the discussions, let’s just get the roles and responsibilities defined and shared out. The ship really is sailing.” Read more...


Julian Pullan
Joint managing director, Jack Morton Worldwide

 “Another key issue for the industry is to establish a common understanding throughout the trade press as to what experiential marketing is about, its importance, and who the main players are on both the client and agency side. Marketing media should be covering it as a core marketing discipline rather than as an interesting sideline." Read more...


Mike Fletcher
editor, Event and RSVP magazines, Haymarket Specialist Publications

"Experiential is becoming a real force within marketing circles because brands witness the activity of competitors such as O2 or Microsoft and wish to emulate their event strategies principally for the exposure, but also because of the perceived return on investment." Read more...

Next week: PCI Fitch; Eventia; George P Johnson


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