Brendan Walsh, Founder of Mole Street Artists and Mole Street Digital was our guest speaker on Sunday, October 14th. As someone who is looking to get in to the agency side of things, I was interested in what he had to say. For our class he spoke to us about the importance of Experiential Marketing, one of his agency’s specialties.
Experiential also known as Engagement Marketing is a rising trend, one that looks to create an emotional connection to the brand, product, or service. As marketing strategies shift, marketers are dealing with the vast amounts of content that is available to consumers today. To cut through the “noise” it is imperative that a marketing plan has a way to connect and cut through the distractions. Brand storytelling and engagement are the channels that create brand energy. Connecting with this energy can attract new customers, and is the retention thread that keeps active customers engaged. Brendan shared some of the campaign work in this area he has done, as real world examples of this strategy in play. I have reached out to connect on LinkedIn and have taken to his feed and postings, one of which I have shared here.
I appreciated hearing from an active industry professional, the challenges they face, and how they faced them. I respect that he believed in his ideas and himself to go out on a limb and hang his own shingle. These are the kind of innovators and risk takers that ad value to the innovative aspect of this program. Thank you Professor Greene for bringing in this guest speaker, and thank you Brendan for the value you have added this semester.