Why Experiential Marketing Needs a Rebrand (Elevate Connect)

Key Takeaways:

  • Experiential marketing carries an unparalleled ability to make consumers take action. It also carries a stigma, as many traditional marketers still see it as a niche activity. It is for this reason that experiential may need a rebrand to become mainstream.
  • Brands that partner with female athletes have often positioned them as inspiring leaders who are showing us all “what’s possible.” While the sentiment is kind, many athletes are asking to be represented like their male counterparts: as talented athletes, not faceless stories of empowerment.
  • The new on-demand, streaming world of entertainment has forced many television and film studios to get back in touch with their experiential roots.


Does Experiential Marketing Need a Rebrand?

Does Experiential Marketing Need a Rebrand?

While experiential marketing has been around for decades, many marketers and brands still don’t see it as an established part of the marketing mix. Many see it as a “fluffy” promotional activity – one that is soft when it comes to measurement and real impact. Many of these people misunderstand experiential as only existing in the confines of branded shirts and giveaways, rather than those touch points that allow consumers to experience a brand in a meaningful way. It is this misunderstanding of experiential marketing that may be keeping it “niche” in many peoples’ minds.

In a recently-published article in The Drum, the author defines experiential as “growing brands by doing something as opposed to just saying something”. He goes on to say that “experiential marketing is about proving what a brand stands for…it’s proof over promise.” He argues that, by removing the label of “experiential” and talking more about “doing,” the concept of the brand experience may be better understood and more widely adopted.

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From Empowerment to Performance: Why Brands Need to Shift the Narrative Around Women’s Sports

The recent Women’s World Cup has become a cultural moment, especially in the US, as Team USA has soared into the spotlight both on and off the field. As more people become engaged with the sport, so too do we begin to see women’s sports in general with a wider lens, including the relationship between female athletes and the brands that sponsor them. Traditionally, female athletes have been shown as empowering figures, showing little girls across the world that they too can succeed. But has that narrative become outdated? Recently, the German women’s national football team summed up the issue in asking this question: “Is it time to shift the narrative from empowering women to focusing on the technical skill and high caliber performances as we do with men?”

Marketing Week reports on a video created in part with the team’s sponsor Commerzvbank, in which the eight-time winners of the European Championship question what it is that consumers take from these traditional narratives, asking if anyone even knows their names. Often, the brands that sponsor them are more interested in heart-soaring tear jerkers then showing these women for what they are – incredibly talented technical athletes.

How Food and Beverage Brands Can Stand Out to Retailers

How Food and Beverage Brands Can Stand Out to Retailers

The food and beverage space has become increasingly saturated, as brands flood the market in response to every food preference imaginable, from paleo to vegan. And that makes visibility hard to come by. In truth, if your products aren’t selling and consumers aren’t happy, it is likely you will lose precious shelf space. Not only are retailers battling one another for physical product placement, all are working diligently to succeed within the digital grocery world, which is growing rapidly.

This Entrepreneur article distills F&B brands’ objectives into a simple phrase: “knowing how to keep retail buyers happy is essential for your brands success and growth.” To this, the only question left is how. Read more to see how the author suggests that these brands can succeed in the modern retail landscape.


Engagement First: Why Experiential is the Key to TV & Film Marketing

Engagement First: Why Experiential is the Key to TV & Film Marketing

Once upon a time, television networks held all the cards. They dictated what, when, and where programming would be offered to the masses, and they only had one another to compete with. In today’s streaming world, the viewer has the power, with a TV and film landscape that is as vast as it is accessible. At any point one could choose to watch the newest Netflix original movie. Or maybe that critically-acclaimed TV show on HBO that all your friends are talking about? Perhaps the documentary you saw trending on Reddit? Or maybe you just want to watch reruns of the Office like you always do.

This unprecedented plethora of choices has forced film and television studios to rethink how they market content. Trailers and television ads will not cut it. Yet, although experiential may still be an emerging concept to the rest of the world, experiential film marketing goes way back – even to when the internet was in its infancy. In fact, do you know which movie first allowed viewers to have an experience beyond the film? Find out here.


The Event Marketer’s Secret Weapon

What would you consider the event marketer’s secret weapon? According to GPJ, it’s infusing artificial intelligence into the event space. AI elevates the customer experience, providing a wow factor, producing efficiencies, and reducing task-related friction. Unfortunately, AI has gotten a bad rep among some consumers, as many believe that the technology is intrusive and unstable (the author even references The Terminator’s SKYNET).

But, incorporating AI into your experiential strategy doesn’t have to in consumers’ faces and come off as intimidating. The author encourages brands to use AI in a passive or “behind-the-scenes” way to enhance the attendee experience without the risk of putting them off.


Inside Sunscreen Brand Sun Bum’s Yearlong “Culture’ Campaign

Every summer, millions of parents across the globe go into helicopter mode, wielding sprays, creams, and anything they can find that is guaranteed to protect their children from the sun’s harmful rays. But what we forget is that the sun can do its damage whether it’s hot or not, or whether we are wearing bikinis or bomber jackets. To change attitudes toward seasonal use, sunscreen brand Sun Bum created a “yearlong culture campaign” to not only raise brand awareness but encourage consumers to see their product as a year-long item. To transform their brand beyond summer-only into an everyday essential part of consumers’ wellness routines, the brand had to get creative.

Their multifaceted approach involved stickers, vinyl figures, a social media photo contest, fun YouTube videos, and even banana suit challenges. Even while championing a laid-back California brand style, they decided to get serious and also incorporate skin cancer awareness. Check out how they encouraged consumer action.


Overwhelmed by Your To-Do Lists? Try This Simple Solution

Overwhelmed by Your To-Do Lists? Try This Simple Solution
We all have to do lists. And they are all probably way too long. Between shifting priorities, procrastination, and, well, life, there are many reasons that most of these lists never seem to end. So, is there a solution to getting everything on your to-do list done? Maybe not, but this article in the Guardian suggests a to-do list strategy that may help you check some boxes – or at least keep you from being overwhelmed.

Borrowing from the Japanese system of scheduling known as “Kanban,” the article suggests people put a limit on the number pf tasks that actually get on the list. Adding to a never-ending list of things to do looks and feels exhausting. But a list of 2 or 3 items and only adding a new task once one is removed is doable and can even feel encouraging.

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Author: Nick Riggall


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