The rise and rise of experiential marketing

What an amazing year 2017 has been for us and the experiential industry. We’re delighted that brands have really started to see the importance and value of measuring experiential activity. Experiential marketing spend continues to grow as a proportion of overall budgets and we expect that trend to continue in 2018. We’re looking forward to working with more and more people to evaluate their activity and to help them calculate return on experience. 

Two major launches have really improved the service we can offer to brands and experiential agencies. Our Aperture system means that as well as monitoring footfall, engagement levels of passers-by and dwell time; we can now evaluate the demographics and sentiment of those who do engage.  With the introduction of our 4G battery sensors, Exposure Analytics is now available, any time, anywhere - no need for power or internet. 

In total we’ve helped clients to analyse 330 events this year, nearly one a day with a the last one just finishing. One of the biggest events we worked on this year, particularly in terms of the size of the area covered, was the Goodwood Festival of Speed, providing site-wide analytics for organisers and sponsors.

Continuing the racing theme we’ve also been measuring at the British Superbikes Championship around the country, as well as England football home internationals, and the ATP Tour finals.  Our work with the majority of major motor manufacturers continues and we attended motor shows in Geneva, Frankfurt, Los Angeles and New York. 

Once again Event Tech Live was a highlight of the year, we had a fantastic day showcasing Aperture, meeting old friends and making new connections. Whilst we were disappointed not to win an award, the Event Tech Awards was a fun evening. We’re already looking forward to 2018’s event and award ceremony. 

We hope you’ve had a successful 2017 too and are looking forward to 2018.

Time to Stop Guessing and Start Measuring. 

What are your resolutions for 2018?  If you work in marketing, events, exhibitions or for an agency, you know measuring and evaluating is vital.  You want to get the most return for your spend so the right data is going to be crucial.  We’d love to help you do that, so why not resolve to get in touch and see how we can support you?  

 

Our recent video explains how we work and what we can analyse 

For us, 2018 promises to be another exciting year.  Over the coming months we’ll be further developing the Exposure Analytics platform so that it’s constantly improving and evolving, meaning we can provide more services and data to clients. 

We’re already starting to get booked up for next year, including a health conference in Dubai in January.  We’re also talking to vaping brands, a global retail chain and a US ferry company. We already work with a number of resellers and are looking for more around the world to help us to meet demand.

Our team is growing too, earlier in 2017 we were joined by Matt, and from January Robin will be starting as a hardware support engineer.

We’ve been working on events, exhibitions, festivals and more for the last few years, but we’re expecting to work on more evaluation for experiential retail in 2018.  Digital retailers are getting involved in experiential retail

Companies such as Birchbox and even Amazon are investing in a physical presence. Nike are changing their strategy and working closely with just 40 retailers that are prepared to have unique and dedicated Nike spaces within their store environments.

We love the creativity and innovation in the experiential industry, there’s been some fantastic examples this year. We’re sure 2018 will continue the trend of fabulous ideas, creative experiences, and even more emphasis on evaluating the impact. We look forward to working with more and more retailers, brands and agencies to help them prove their ideas are generating results.