Field Marketing can be described as product sampling, demonstrations or assisted sales at retail or otherwise by brand ambassadors. While this tactic does indeed have value for some brands and retailers, it is important to understand the role of Field Marketing when considering investment. To this end, here are a Read more
Too often, the client / agency relationship is formed on a weak foundation. The story often begins as a RFI or RFP. The brand has a specific ask and the agency has capabilities, real or imagined, that loosely fit the request. Similar to a middle-school dance, the brand awkwardly approaches Read more
Sun Tzu wrote in The Art of War: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” The same holds true for any experiential marketing or event marketing program. If you want to breed success, it is critical you create and work Read more