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Experiential Round Table

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Our CEO was recently asked to be part of an experiential round table. The discussion focused on the history of experiential marketing and the benefits to brands and events.

The table was chaired by the experienced and influential Jeremy King, Communications Director at The 02 Arena, with representatives from several experiential agencies and Jack Daniels.

Later in the discussion the panel looked more closely at RFID (Radio Frequency Identification) and why it has been brought back into the limelight. Nowadays, RFID is useful for evaluating and quality control purposes but the panel discussed in particular the advantages of being able to track customer behaviour; This is and will ultimately continue to be one of the most powerful benefits with regards to experiential due to the immediacy and speed that people can share their experience.

Our CEO concluded that 2013 is already shaping up to be another tough year for many but it also holds huge opportunities for early adopters of new and innovative techniques & technologies:

“For us at the front line, the year ahead is about relevance, engagement and deeper measurement which has been sorely lacking within experiential marketing. This year we will define ‘experience marketing’ not only for its quality of delivery but through its ability to integrate with technology’s such as facial recognition, AR and Gesture Control. All of which focus on the quality of interaction, insight and statistics. From now on, every campaign we deliver will amplify itself further than the stand, stage or vehicle and provides metrics on the move so to speak.”

The event took place at this year’s Event Production Show; An exhibition showcasing the latest innovations and services to bring events to life. There were suppliers from across the country exhibiting, including the very clever photo social technology patented by PixAngels.

Findings of the debate will be released by the organisers in the near future. In the meantime read our very own white paper on RFID/ NFC>>

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