I’m sure that for many of us experiential marketers and planners, reading white papers and studies on experiential or event marketing is du riguer. Not only do they help us understand the industry better, but they also give ammo to push it into the general marketing dialogue and help clients understand what the hell we are talking about.
Unfortunately, most of these white papers and studies are nothing short of a sales pitch by the agencies that release them. You may have already read my thoughts on this here on this blog.
I’ve spoken to Erik Hauser, founder of IXMA, about this and we’ve decided to launch a research arm through the organization, which has members from over 50 countries. Working with IMI International, we will soon be releasing independent studies and best practices that capture the knowledge and data from marketers around the globe who are pushing the boundaries of experience-based marketing.