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April 4, 2008

New discipline emerges from experiential

Today, so important is a customer’s perception of a brand that we could well see a new discipline emerging in marketing, according to a recently published white paper by experience marketing agency George P Johnson (GPJ).

We already have CRM (customer relationship management), and the authors of GPJ’s The Experience Marketing Imperative – senior executives Kim Myhre, David M Rich and Robert Albitz – are convinced that increasingly it will be CEM (customer experience management) that will prove to be vital in effectively engaging an audience. The trio also perfectly articulates the essence of brand today.

“Individuals are expressing a need to form communities around brands,” they write. “Companies face the absolute necessity to differentiate and connect deeply with audiences on a more sustained level at any cost.

“More competition has led to more messages, which are now less expensively transmitted in more diverse ways than ever before – while audiences are using new digital platforms to avoid and lock out those messages.

“Today, brand means values that emanate authentically from the core of an organisation, that get carefully translated into products and services, and by which individuals judge just how deeply they want to become affiliated with an organisation.

“To truly thrive, companies must deliver their brand to the marketplace in a holistic manner, meaning that it has to come through every dimension and touch point of the audience’s experience. This is the essence of customer experience management.”

Brimming with insight like this, it’s no wonder live marketing is growing in stature among marketers globally. It seems that more and more international communications agencies are launching ‘experiential’ departments and subsidiaries tasked with creating live brand experience events for their clients, which are increasingly becoming the focal point of whole campaigns.

Meanwhile corporates themselves are appointing in-house experience marketers, such as Pernod Ricard’s Illy Jaffar, who holds the position of head of experiential marketing and recently stated in EVENTS:review’s video review of the Eventia UK Awards that live marketing was the future.

George P Johnson’s white paper The Experience Marketing Imperative is available at www.gpj.com.

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