Telecoms & utilities

What we know about experiential marketing and sampling

Article • WARC Best Practice, December 2020

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.
Match the experience to the customer

Article • Joanna Fanuele and Dylan Brownsword, Admap Magazine, April 2018, pp. 32-34

Explains that to stay relevant and meaningful in today’s fast, often fickle and competitive consumer environment, instead of asking what should brands do, they need to ask why.
How to do effective experiential marketing

Article • Alex Smith, WARC Best Practice, April 2016

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.
Understanding the shopping experience and its implications for malls as marketing media: Attracting and retaining customers through fashion, service, and improved food options

Research Paper • Haiyan Hu and Cynthia R. Jasper, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 151-164

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.
How Mondelez mixes online and offline product sampling

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.
Tell them and they'll forget; show them and they may remember; involve them and they'll understand

Article • Lorna Hawtin, Institute of Practitioners in Advertising, from Advertising Works 20, 2011, pp. 13-18

In 2011, many of the IPA Effectiveness Awards submissions centrally featured experiential elements. What can be observed about the measurement of experiential marketing from these cases? And what obstacles still remain in the quest to understand the value it can add to the bottom line? Experiential has a fragmented identity that makes it difficult to draw conclusions and industry benchmarks are few.