Max Lenderman, CEO y cofundador de la agencia School
Max Lenderman, CEO and cofounder of School agency, analyzed the importance of experiential marketing. As marketers and advertisers chase trends and tools to reach elusive audiences, they have often ignored experiential marketing in favor of digital and television ads. That is a serious mistake; experiential campaigns are more important than ever and will continue to be crucial for the future he asserted. For Lenderman a confluence of market forces is making experiential indispensible.The most prevalent is the fact that messaging is becoming more complex for people to process. Just think about all those telephone plans and features that various carriers use to compete with each other, or the confusing health insurance policies. Now experience is the message. The key, according to School cofounder, is relying in the real-world in order to create a more personal engagement with people that goes beyond just ads. This is exactly the advantage that experiential marketing provides. An increasing number of TV spots are actually experiential campaigns he said. I especially admire the experiential approaches that agencies like Droga5 are taking. More of this kind of hybridization is on the advertising horizon. The experiential approach is equally applicable to online and mobile campaigns. As digital becomes more prevalent in our life, the need for physical engagements will grow in parallel he added.
