Promotional and Experiential Marketing are now well recognised as invaluable components of the total marketing mix. Consequently, a diverse range of market sectors are using Promotional and Experiential Marketing to build their businesses. Everything from FMCG companies, to airlines, retailers, service companies, financial institutions and even the media are running Promotional and Experiential Marketing campaigns to convert consumer attention into interest, desire and ultimately purchase!

Promotional and Experiential Marketing is still essentially a tactical tool in the marketer’s armoury, but when devised and implemented well, it can play a key role in strategically building a brand and positively impacting its longterm future – rather than merely generating a short-term sales ‘spike’.

So whilst Promotional and Experiential Marketing ultimately generates significant, measurable sales volume increases, it is also being used both tactically and strategically to:

• Generate brand awareness and trial
• Generate brand switching
• Generate brand loyalty
• Generate impulse purchase
• Assist in establishing brand image/positioning
• Build long-term brand equity
• Give consumers a ‘brand experience’