Adweek: Brands Are Doing More Experiential Marketing. Here’s How They’re Measuring Whether It’s Working

In an effort to create a stronger relationship with consumers, major brands like Jaguar, Absolut and Mastercard—just to name a few—are turning to experiential marketing. According to an Adweek article, the new trend comes as more people engage ad blockers, fast forward through commercials or cut the cord entirely.

“I like to say, ‘What takes traditional advertising weeks, months or years to do, we can do in a moment,’” said Bryan Icenhower, president of WME | IMG’s experiential agency IMG Live, in an interview with Adweek. “Experiential is a uniquely fast and effective way to build brand awareness through one-to-one connections with consumers. It engages all five senses, sparking emotions that form lasting memories which have been shown to drive brand loyalty.”

The goal of experiential marketing is for consumers to come across a brand experience, post about it on their social channels, give brands their contact information and then ultimately purchase something. But tracking the success of that plan—and whether or not consumers are actually making it to that final purchase phase—varies from brand to brand. Some companies track purchasing habits, while others follow social media posts to see the impressions that are being made.

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