Events : Rethinking What You Thought You Knew – Part 3 of Many
Hello Readers of the BFMB! I apologize for the decrease in frequency of my posts, but I am dealing with a family illness.
Also, we just launched a new research channel for The Experiential Marketing Forum (EMF). This section is intended to help al brands and practicioners better understand events that are done using experiential methodology.
Having said that – TIME TO TAKE THE GLOVES OFF for part #3.
In part #2 I wrote
Today, everyone knows that the activation budget/media buy needs to be a healthy sum of money in order to reach the intended amount of the mass audience. Especially since there are reports floating around that it takes 40-plus airings of a commercial to yield the same result of just 4 to 5 airings a few years ago. The media landscape is that much more fragmented. In any case, it is clear that there are two things that need to be taken into consideration: the quality of the spot and the quantity of the times that it runs. Both of these things require substantial spending for a chance at success.
In essence, when you are classifying event marketing as the mass channel that it is let me say this. Event marketing is the most effective media for the key consideration metrics dollar for dollar vs. any mass channel that exists today.
Yes, you heard me correctly, when strategized and activated properly – Event Marketing and Live Brand Experiences are THE most effective media. AND, the effectiveness of this channel only increases when amplified with digital and additional traditional medias
It
