The face-to-face discipline that sees brands brought to life and products directly reach their target audience has come of age and is now recognised as the key means to engage consumer brand relationships. Agencies have been asked to present their work so that you, the client, can compare the needs and objectives of your campaign with the experience of those specialists that would welcome your business. By presenting the array of field marketing client activity in this quality portfolio product, we also aim to highlight the diversity and creativity of the discipline.
For those new to managing experiential campaigns, we offer a step-by-step guide to ensuring that you select the right agency and manage a campaign efficiently for maximum impact.
The last word in this portfolio goes to the chair of the Field Marketing Council, Alison Williams, and the chairman of the Live Brand Experience Association, Matthew Bending. Both Williams and Bending share their views on the discipline's development and what the future holds for the sector and their respective associations.
I trust you will find this guide useful and I wish you every success in your future event marketing campaigns.