Experiential / events based marketing is one of the fastest growing areas of brand communications. However, tracking the effects and isolating them from other brand activities requires specific skills and expertise.

Experiential / events based activities can have a very powerful effect on consumers’ relationships with a brand. A good example is Red Bull whose events have been a key part of the way in which the brand has engaged with consumers, established its personality and invited sampling.

Such events are very different to most, if not all, other forms of marketing. The experience starts the moment you learn about an event and then develops through making the decision to attend, deciding who to go with, anticipating and talking about the event, experiencing the event and then reflecting on it.

Tracking such a complicated process is a challenge and, in most cases, demands a very sophisticated approach.

i to i research is highly experienced in tracking and evaluating experiential / event based marketing and uses a variety of different techniques, including “in the moment” evaluation via the use of mobile phones, which allows measurement of the influence of the events as they are happening.

Evaluation in the moment is designed to dovetail with more traditional forms of tracking and can add depth to a number of different types of experience, including events, exhibitions, city centre activity, product trials, in-store and in-home.

• Experiential case history – Nick Jr.

For more information on how we could help you with experiential / events evaluation, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160.