Voted number two in the 2016 edition of the Event 100 Club, Kevin Jackson reveals his forecast for the next 12 months.
"This year is going to be really interesting for experiential. Great marketing used to be about what you said to people; now,it’s what you do for them. Indeed, with ‘generation rent’ arriving shortly, we’re going to see more growth in any industry that offers experiences to customers.
Brands don’t need awareness, they want relationships. This is great news for us and we need to be in a position to not only embrace the change but to lead it. We need to be the people who create brand experiences throughout businesses – internally, externally and through sales, marketing, in-store and digital.
I don’t know a chief executive in the land who calls for ‘an event’; they want increased sales, reduced costs, alignment of employees, loyalty of stakeholders. These are the problems we are solving, not what colour the set is and which way the chairs face.
We can be the people who go into businesses and advise them on how these experiences can be created. It’s a tremendous opportunity and one I genuinely believe is on offer in 2016. The Experience Is The Marketing is going to disrupt. We stand for the ability of experience to change not only the marketing mix, but to be a force of growth in business.
It’s going to be a great year for us all."
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