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April 4, 2008
By: Anon

IT WORKS 3: Kim Myhre

“Properly executed, experience marketing offers more opportunities to measure ‘touchpoints’, levels of engagement and consequent effects. And as evidenced in the recent George P Johnson (GPJ) EventView 2006 study, event marketing executives are increasingly being asked to provide more impactful and measurable ROI, and they’ve identified events and face-to-face interactions as the opportune means to achieve this. Therefore, interest in experience marketing is only growing.

“In order to capitalise on experience marketing, organisations must invest in the education of their people to drive understanding of the value and application. As well, especially in this time of early evolution of this new discipline, they need to partner with specialised experience marketing agencies that have the strategy and marketing skills to enhance whatever level of strength there is on the corporate side, and the creative skills that allow them to develop experience marketing programs that will drive results for those retaining their services.”

“To move forward, the industry should be looking to produce great work that produces real results. This evolution needs companies and their agencies to deliver great work that meets their own or, in the case of agencies, their clients’ objectives. Experience marketing isn’t a cause or an employment program. Either it is a powerful marketing weapon that ought to be used by the most adventurous and seriously competitive organisations that want to cut through the deafening clutter, or it is nothing. The companies that can deliver on this premise are doing well.

“The industry needs to present a more cohesive and unified front in order to ensure and increase experience marketing’s place in the marketing mix, the industry as a whole must be able to demonstrate value for money. GPJ has been heavily involved with associations and working groups to attempt to set and drive industry standards in terms of metrics and measurement. There is currently a gap between the perceived importance of evaluating brand experiences and the degree to which evaluation actually takes place.”

What is your definition of experiential marketing and what media does it include?
“GPJ uses the term ‘experience marketing’ to define the next evolution of event marketing – the two are closely related. At its most basic, experience marketing is live, immersive, interactive, brand-personifying experiences that affect the participants emotionally, psychologically and intellectually to create or accelerate indelible, irresistibly compelling brand relationships. It can leverage any or all forms of media depending on the specific challenge at hand. Smart marketers will routinely work it cleverly into the overall marketing mix.”

Kim Myhre is vice president and general manager at the George P Johnson company

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