Building experiential value through entertainment

FRUKT’s client services director and managing partner, Jim Robinson outlines the crucial role entertainment plays at the heart of the most effective experiential activity in the current issue of Marketing magazine

In the rush to activate experientially - to get out there amongst the people and do something tangible - the reality of what consumers are actively willing to pay attention to can often get lost. The hard truth here is that unless you can provide something evocative, exciting and entertaining enough for them to want to spend some time in your presence, they simply aren’t going to. Entertainment is no longer a nice addition, it’s a fundamental part of the marketing mix.

Read the full article here and also catch FRUKT”s comments in Marketing Magazine on Pernod Ricard’s use of entertainment across its broad portfolio of brands here.

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