We have a whole bunch of underutilised tools at our disposal. We have the technology to really give shoppers an exciting brand experience. We can appeal to all the senses and cause a real stir. And we have our wits so we can ambush people with music, performance or events in the street or on buses that bring a brand laughingly in front of them. Marketing can be smelly, bright, noisy or fluffy – it’s up to you.

Experiential marketing: senses to bring your brand to life

Experiential should do what it says … play with the senses. It’s been on the verge of happening for years but I realise in the three years since I wrote the first edition of ...

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