Tips from NCM, verb., and Pinterest On Avoiding the ‘Sea of Sameness’ In Experiential Marketing

Panelists share how successful events need to be part of a holistic brand experience.

Left to right: National CineMedia Chief Marketing Officer Amy Tunick, Pinterest Senior Director of Global Brand Experiences Judy Lee, and verb. Co-founder Shannon Simpson Jones. Ivan Piedra Photography.

Successful experiential marketing has become more than just hosting a one-time pop-up event or providing guests with a photo opportunity.

In “Immersive Brand Moments: Designing Experiences That Captivate and Convert,” an ADWEEK House group chat presented by National CineMedia, panelists chimed in on making events stand out.

“There has just still been a lot of pent-up demand from the pandemic,” Pinterest senior director of global brand experiences Judy Lee noted. “And now, spend is fully back with a lot of brands, and it’s just a great way to extend a brand campaign.”

Shannon Simpson Jones, co-founder of brand experience agency verb., also noted the resurgence, saying of experiential marketing, “It’s back in the mix in terms of being a critical component of the overall marketing plan. We always talk about reimagining how consumers experience and interact with your brand, and it’s important to not treat it as a stand-alone tactic or an add-on after the fact, but really making it a part of the entire plan throughout the process.”

“I don’t even like it as an add-on,” Lee added. “I like it as the core of the idea.”

What’s the plan?

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