Centers of Excellence: Marketing Accountability

This is my initial blog and I appreciate the opportunity to host a forum that provides a voice for the experiential space. There is no shortage of blogs in the advertising, marketing and promotion arena, but none that truly hones in on the depth and perspective that experiential marketing brings in the totality of the marketing experience.  Here are a few of the many reasons why I presume to write:

1. The consumer is changing
2. Measurement, measurement measurement.
3. Convoluted media messages
4. There is a lot of conversation we need to share.

The consumer is changing

Arguably we are leaving a recessionary year that has impacted consumers, business, politicians, and the social fabric that we all have taken for granted for a long time. Foreclosures are at all time high, banks were (and still are) on the brink of disaster, we elected a African American President for the first time in our country’s history, while the Hispanic population is growing at a rate that will make this group a minority in the not so distant future. We have seen a consumption lifestyle morph by necessity and design to one of caution and temperance. Americans are saving more, spending less and volunteering more. This impacts what and how we do what we do.

We, as marketers, first and foremost must be aware of the shift and be sensitive to the fact that there are new paradigms in the relationship between consumers and brands. That is the upside. Change brings opportunity. New rules bring innovations and ingenuity. That is our challenge, and we again, as marketers, based upon our vast experience can be successful.

Measurement, measurement, measurement

With an evolving consumer the need to understand and measure change becomes increasingly more important. In fact it is critical. What do we measure? How do we measure? Why do we measure? What does it mean? Everyone is measured everyday. Students are measured by their grades. Social institutions are measured by their impact on society. Politicians by successful agendas, and brands by sales. It is the core of why we are in business and the importance of this deliverable cannot be short changed. We need to be astute, proactive and accurate.

Convoluted media messages

We are all part of the Media landscape. Where does experiential fit in among social media, out of home, on air, in-store, promotions, shopper marketing, sponsorships, lifestyle, niche marketing, home parties, television, radio, mobile? Is there really a concept of integrated marketing, or interconnected marketing? If so, what does that mean and how do we achieve this integration?. Can the disciplines work together? Will we play well in the sand box? Whose sand box is it anyway? All these questions and thoughts are important as we, experiential marketers , make a difference in the lives of our ultimate target audience.

There is a lot of conversation that we need to share

By starting this blog I hope that we are committed to sharing our collective thoughts, learning’s and insights on what we see and what we don’t. On what works and what doesn’t. With this intelligence we can address the questions that we face daily. What? Where? How? And most importantly Why?

Do I have all the answers? Not by any means. Challenge me when you disagree, add thoughts when I don’t go far enough. Raise topics I miss that you believe to be important. This is collaboration, a group dynamic where we can help each other.  We may not have all the answers but we do know our industry and we have a tremendous amount of experience and knowledge in our reservoir.

Next steps

Look for my first topic blog shortly. I truly ask an open mind and a contributory nature. Together we can create a conversation that will advance the world of marketing in which we live , and  in the process make the world safer for brands.

–Gary Kleinman
CEO
Yardstick Marketing Partners
sister company of Centra Marketing & Communications, LLC.