reveals her forecast for the next 12 months.
Kane’s outlook for 2015
"The economy is picking up and hopefully this will continue, resulting in greater spend on entertainment and live music. We operate a very large venue with music and global stars at its heart, which offers both an opportunity and a challenge to brands. How do you connect with your public and customers in a way that makes a difference and cuts through the noise and buzz of the venue?
Experiential marketing has been crucial for our partners, creating experiences that are relevant, tangible and connect with audiences. Some examples have included Coca-Cola’s ‘Diet Coke Hunks’ – which have been a huge hit, as you can imagine. Credit must go to Nissan’s Innovation Station – the brand has really brought the driving experience to life for its customers. The likes of Sky, with its backstage bar, Sky Studios and current Frozen-themed experience, have really struck a chord with their core audiences.
Innovation and fresh thinking is a trend that I predict will become more ingrained in the marketing mix and be a vital strand of any effective marketing strategy. This year will bring further digital innovation as social networks are increasingly used by brands and companies to connect with their consumers. Those that do it well, that make things relevant, are content-led and really think about the customer experience, will be clear winners."
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