ONCE AGAIN, WITH FEELING

You can’t beat the real thing. And marketers who are keen to make an impression on potential customers in the real world – and perhaps get them spreading the word – have embraced the benefits of experiential marketing.

“Clients are looking for much more strategic experiential solutions as it’s no longer a bolt on with whatever budget is left over after the traditional channels are planned out,” reports Meredith Cranmer, founder and managing director of Because ANZ. “Where some clients previously may have outsourced their experiential