• Retail Isn't Dead, It's Coming Alive

    Retail Isn't Dead, It's Coming Alive

    We’ve all heard about the death of retail. Malls have turned into ghost-towns as iconic department stores are slowly withering away. This year alone, almost 4,500 U.S. store closures have been announced, while only about half that have opened. Analysts attribute retail’s downfall to a number of factors: the effects of the Great Recession, technology (mobile and the rise in e-commerce), increased competition from Amazon, and a shift in consumer spending habits - primarily, investing in experiences over goods.

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  • How Experiential Helps Brands Break Barriers to Entry

    How Experiential Helps Brands Break Barriers to Entry

    As a lifelong hockey fan, I’ve always felt a tinge of jealousy about the NHL being less popular than the NFL, NBA, and MLB. Why don’t people love my sport?

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  • How Experiential Marketing Creates CPG Brand Love

    How Experiential Marketing Creates CPG Brand Love

    Most marketers would agree that they’ve never faced as many challenges as they do today. Amazon, direct-to-consumer brands, and shifts in consumer behavior are making it more difficult for CPG brands to break through or retain market share. Of the 3,000 new product launches each year, analysts found that only about 15% succeed. Today, products are not just competing for space on the shelf, they’re competing for space virtually everywhere.

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  • The Case for Cause

    The Case for Cause

    Experiential Marketing for Purpose-Driven Brands

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  • How Direct-to-Consumer Brands Fuel Growth Through Experiential Marketing

    How Direct-to-Consumer Brands Fuel Growth Through Experiential Marketing

    Recently, Blue Apron announced a series of pop-up events that will be happening nationwide. These include a retail location in New York with cooking classes and panels, mobile activations in Los Angeles, San Francisco, and Seattle, and culinary-inspired movie nights in Minneapolis, Dallas, and Austin.

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  • Why Experiential Should Be At the Heart of Business Strategy

    Why Experiential Should Be At the Heart of Business Strategy

    What do Cadillac, Old Spice, and Lego all have in common? They each have had to make a significant business decision that would change the future of their respective brands and put them back into the hearts and minds of consumers.

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  • How CPG Brands Can Benefit from the Pop-Up Shop

    How CPG Brands Can Benefit from the Pop-Up Shop

    The pop-up shop has long been a staple of experiential marketing, piquing interest of passersby all the way from Brooklyn to Beijing. Still, marketing minds across the world continue to design different iterations of these popular experiences. Many of these have come in the form of fashion brands going brick-and-mortar to bring their brands to life, with the likes of Swedish watchmaker Daniel Wellington and menswear specialist Bonobos among those getting in on the action.

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  • Five Rules to Live By When Developing a Mobile Tour

    Five Rules to Live By When Developing a Mobile Tour

    As marketers have found more channels and means to communicate their message, the number of branded messages that consumers are exposed to on a given day has ballooned to nearly 5,000. The residual effect has left consumers largely immune to marketing messages, allowing only 100 or so to permeate through their attention wall.

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  • How a Busy Train Terminal Turned Into a Health Marketplace

    How a Busy Train Terminal Turned Into a Health Marketplace

    Life insurance company John Hancock promoted its HealthyFood program with a pop-up marketplace in New York's Grand Central Terminal.

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  • See a Grilled-Cheese-Theme Snow Day—in April

    See a Grilled-Cheese-Theme Snow Day—in April

    To promote its new Artesano bread and celebrate National Grilled Cheese Month, Sara Lee hosted a "snow day" in warm weather.

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