I read with interest the case study of the experiential campaign conducted for GlaxoSmithKline (Event, July). The article states there was no measurable element to the campaign, making it difficult to assess. However, it is entirely possible to measure awareness in terms of the audience’s exposure to and absorption of the product’s key messages.
Measurement may not have been chosen for this campaign for reasons specific to the client. However, it is generally a critical component of successful campaigns and to be at its most effective should be built into the campaign planning at the earliest stage. This applies to experiential as much as any other form of marketing. In fact, we are increasingly asked by clients to deliver planning and measurement on experiential campaigns, and in the current climate this shows no sign of abating.
It is essential that we promote the ability of experiential to deliver a measurable return on investment for clients if we are to sustain the growth of our industry.
Julian Pullan, managing director, Jack Morton Worldwide
