The dangers of experiential spam

Experiential marketing may be flavour of the month, but so is experiential spam, warns Alan Riva

Experiential Spam, which I can best explain as a disconnect between a brand and an audience created by a forced or unwanted interaction developed to interrupt, rather than enhance a customer’s day, is a very real problem.  

And it’s been getting worse since the experiential wave hit Australia. Almost overnight an entire industry changed their descriptor (and little else) from Promotional Staffing to Experiential Agency. Many others just tagged the word onto their credentials without any real understanding of how to deliver results.

Think of the last time you were rushing to a meeting and someone approached you on a street corner in a branded cap and t-shirt, thrusting a sample into your hand with a barely audible and even less believable promise that this product is somehow going to change your day.

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