Experiential Marketing: What Risks Are Involved in Using Experiential Marketing?

Nov 2, 2007

The greatest risks in experiential marketing were reported to be a lack of control and limitations of the impact of event-based tactics. This statement alone indicates the biggest misperception in the marketplace among practitioners and clients because it relegates experiential marketing to live events. Among professionals who are not using experiential marketing, the greatest concerns are that the experience will be negative and that the resulting WOM will erode the perception of the product/brand.

Respondents in this survey described experiential marketing risks and confirmed that it is complex and not a game for amateurs. Even flawlessly executed experiential marketing campaigns require a well-rounded approach. Events and product promotions, conducted apart from an integrated and complete experiential approach, may fall short.

For more coverage of this survey:
Experiential Marketing: Baseline Research
What Are the Most Significant Results Experiential Marketing Can Deliver?
How Experiential Marketing Is Being Used?
What Campaign Objectives Can Experiential Marketing Accomplish?
What Does "Experiential Marketing" Mean?
What Risks Are Involved in Using Experiential Marketing?
Experiential Marketing: Take-Aways and Next Steps