When brand experience speaks louder than words

"Think about it. Drive along any highway, watch any television channel or toggle between radio stations... at every turn consumers are propositioned by some form of brand message which eventually settles into the white noise of the 21st century experience. Couple this with a frenetic lifestyle as well as sales and marketing channel fragmentation, and it becomes increasingly difficult for any brand to make an impact."

Experiential marketing is one of the few marketing methods that actualise emotional contact with brands which, through clever hands-on audience experience, ensures some form of direct communication between product and customer. Mulhall explains: "Experiential campaigns deliver on three levels. They accelerate the message, they unleash ideas and they deliver traction on strategy in a distinctive manner that will be retained by your audience. In short, experiential marketing in terms of brand experience speaks louder than mere words and pretty pictures."

Tactile marketing has become an integral element when devising a marketing campaign for major brands and forms part of the holistic approach of connecting with consumers, according to Mulhall. "This interactive tool is measurable and enables clients to receive feedback almost instantaneously. This is a great advantage in today's competitive environment."

After 10 years of creating experiential campaigns for South African clients, Rainbow has seen the industry change - for the better. Mulhall believes that marketing trends have increasingly turned to utilising experiential marketing not only as a value-add to a campaign, but as a specific channel within the marketing flow.

"Experiential marketing closes the sensory gap that exists in the marketing mix," she emphasises.

"In recent years we have seen Public Relations finally receive recognition for its invaluable role in brand communication and reputation management and, I believe, experiential marketing's vital role as a marketing tool will follow the same route - from 'nice to have' to an essential function."