6-Engagement Agencies

“The key thing for me is directly engaging with your consumers to leave them with an overall impression that changes their perception of your brand. Experiential marketing is designed to do more than just demonstrate the functional benefits of your product…It’s all about immersing the consumer in what we call our experience circle-you bring them into that circle, talk to them for 30 seconds or five minutes, and you help change the way that consumer perceives the brand.” Aiden Tracey, President, Mosaic Experiential Marketing | Marketing, 12 May 2008

“Let the consumer use your product. If you’re a car company, let them sit in it. Let them turn the engine over and hear it. If you’re a wireless company, let them touch the phone and see the features. Getting the product into consumers’ hands is the most influential part of what experiential marketing can do.” Aiden Tracey, President, Mosaic Experiential Marketing | Marketing, 12 May 2008

“All good marketers know that at the heart of a strong brand are consistent, strong experiences. A bigger task is showing our clients we can be another part of their mass communications strategy. It’s about getting a seat at the table early on, starting with ‘what’s your strategy in the field to connect with the consumer?’ We then work collaboratively with their advertising AOR [agency of record]. We don’t necessarily get involved with the creative for TV or print, but we do the creative that gets brought to field. In some cases the ideas are strong enough that they become the mass idea.” Aiden Tracey, President, Mosaic Experiential Marketing | Marketing, 12 May 2008