We recently came across a Forbes article that noted the shifts in creative agencies and what the next generation looks like. To nobody’s surprise, many of those reasons ring true for experiential marketing agencies as well. It’s safe to say the term “corporate event” has outgrown the typical, well, corporate event that comes to mind. A boring product launch or seminar? No thanks. Even further, simply slapping your brand on an event and calling it a sponsorship tends to fall flat. These days, brands want something more — something with depth that effectively connects the brand to the consumer, and equally as important, something that provides analytics and results when it’s all said and done. Enter: experiential marketing. Our thoughts below.

1. It effectively connects brands to consumers.

Creating a hands-on, interactive experience provides a tangible way for the consumer to connect with the brand and really learn about the product. Remember when you were taught about tactical learning in school? At its core, that’s what experiential marketing is. It’s become a popular way to leave a lasting impression, because it gives them an idea of what your product *actually* is, what’s in it or how it works. They’re experiencing the ins and outs in real time.

2. It’s a two way street.

It’s kind of like a Facebook Ad — not only is the consumer introduced to the product or service, but the brand is also getting critical information on the customer that behaves with the brand (think: the demographic that’s drawn to and interacting with the brand). Whether it’s real-time feedback, an iPad that visitors are entering key information into, or even creating a hashtag along with the campaign that tracks how the activation resonated with the consumer, experiential marketing gives a brand almost as many insights as Google Analytics… really

3. It creates a case study.

Having the ability to go back to the team with something that was both creative and had a strategy behind it… That’s the ultimate dream, right? Experiential marketing allows you to connect creativity to strategy, whether it be the analytics that everyones wants (and needs!) to see, or the fact that your consumers truly experience the brand. Connecting these essential pieces creates a case study for the brand. There aren’t many circumstances where you can successfully connect these two pieces, but experiential marketing certainly does the job.