Monday, April 12, 2010

Cost per contact is high. Really?

When compared to traditional advertising media, experiential is often overlooked and under-rated because of a perceived lack of reach, or high cost per contact. While there is the basic logic of "counting your reach" vs "reaching those who count" and the quality of the "engagement", even in terms of reach experiential engagement scores high.

Another bit from a research undertaken by EMF and IMI International in the US, shows that Experiential Marketing has effective reach well beyond consumers directly impacted. When considering sampling costs “per person impacted”, be sure to account for the amplification benefit.

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