The role experiential marketing plays in overall brand strategy has increased dramatically, and event and meeting professionals are constantly challenged to be innovative without losing sight of identity and messaging. Events, activations, and meetings are now, more than ever, important storytelling platforms and opportunities to connect a target audience to a three-dimensional version of a brand. At the Event Innovation Forum—New York on October 28, Dan Griffis, vice president of experiential marketing and alliances at Target Corporation, explained his views on experiential marketing, what drives the events and activations hosted by the retailer, and why it's important to measure success.
Videography & Editing: Chris Fig Productions
