reveals his forecast for the next 12 months.
Pullan’s outlook for 2015
"Experiential marketing has a very promising outlook and there are a lot of brands making plenty of noise in this space. This goes to show the importance of content and strategy. Looking at experiences, this will add a huge amount to brands in congested markets.
As we saw with the Commonwealth Games, opportunities like the Rugby World Cup will create business prospects. As we get closer to the Rio 2016 Olympic Games, the best opportunity will be to respond to these large international events. Other events such as the Mobile World Congress will have a huge impact on experiential marketing.
An emerging trend will be immersive experiences – they provide conversation, are deep in their meaning and interesting for consumers. Most brand experiences will be largely visual with some human contact. This is a huge opportunity to engage people with all their senses, and to develop something new to brands instead of just incorporating new technology into events.
When it comes to personalisation, we should start by putting a huge amount of work into analysing a brand and what can be done to make something much more bespoke. Consumers have information at their fingertips, therefore we should create experiences they want to engage with, and compete with entertainment that’s available for free. We want to compete with rock stars and film directors for attention."
Check out 2015 forecasts from Event 100 Club's top ten, including , , and .
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .