How to Improve Your Experiential Marketing Campaigns: Afdhel Aziz

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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.