Kat Stone was with The Coca-Cola Company for 7 years in corporate marketing there, most recently as the Director of Experiential Marketing. She has a great blog and has a very good post called "Criteria for Success." Here's a brief excerpt:
There are other groups that focus on customer experience management, and still others that believe it's simply street marketing. Jack Morton did a survey on experiential marketing in which they defined the discipline solely as live events, whereas Bernd Schmitt says in his books that experiential marketing doesn't have to be a live event.
This can all lead to confusion. Who does it? What is it? I'd like to think that we can all come together and create a definition that is broad enough to include a variety of experiential methods, but narrow enough to be very clear.
Check out the rest of her blog on the link below and join the experience conversation!
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