Chapter 8

Active promotion

Brand experience, field marketing, sales face to face

It was Confucius who said, ‘Tell me and I will hear, show me and I will see, involve me and I will believe.’ In the past few years, there has been involvement of the audience by the introduction of theatre and creativity to gain the audience’s buy-in to the brand through emotional and sensory involvement. This has become known as live brand experience or experiential marketing. Although this field marketing (FM) discipline is not new, it is an interactive development of the events discipline and is becoming increasingly recognised as such as more companies choose to specialise in it.

Definition: The Experiential Marketing Committee stated that:

Experiential marketing ...

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