Recently, Afdhel Aziz wrote an article for AdAge about how brands are tackling experiential marketing. Here at Give2Get, we're a huge fan of his work. He co-authored Good is the New Cool: Market Like You Give a Damn and is a keynote speaker on creativity and business as a force for good.
In an effort to expose our readers to individuals making a difference in the social impact space, we've highlighted part of the article here. However, you'll have to visit AdAge to get the full article:
Experiential marketing is the current flavor of the month, especially as broadcast spending dips and digital becomes increasingly fraught. But it's time clients and agencies took a hard look at whether spending millions of dollars on a one-time event is the best use of their investment.
The blink-and-you'll-miss-it event is all well and good, but it's hardly scalable. So instead of investing in one-off (call them "perishable") events, consider taking a cue from another lifestyle trend: The "sustainable" approach to experiential.
"Perishable" to me evokes a one-night party in the Meatpacking District in New York, with a bunch of jaded "influencers" and bloggers checking their phones, while ignoring the very thing that they're meant to have a hand in promoting: the lavish experience around them which cost a fortune to put on (and which generates a tremendous amount of waste in materials and food).
"Sustainable" describes supercool experiences which solve a problem in people's lives, that generate benefit to a community, and do so in ways that are environmentally sustainable.