By Sebastien Klein

‘If you build it they will come’: a nice fantasy, but no longer true, says Jack Morton’s Sebastien Klein. In the world of experiential marketing, promoting the whole life cycle of the experience is just as important as excellence in execution.

Experiential marketing budgets remain tighter than skinny jeans post-pandemic. Inflation has raised costs, slashed marketing budgets, and made sponsor dollars harder to secure. Meanwhile, attendees expect more than ever; they crave an ultra-relevant, stimulating experience beyond inspirational content, with more immersive interactions and opportunities to connect.

Thus, for good reason, experiential marketing teams hustle to add as much value to their Read full story ›

Source: The Drum