Marketing budgets are moving back from digital to in-real-life. The trouble is that most brands still can't show what an event, a sponsorship or an activation actually did for them.
Doug Bird has spent more than 20 years in South African experiential marketing, including five as head of sports marketing at Red Bull, and he's the founder of WILD AIR Agency. His argument: in-person marketing is often as measurable as digital, as long as the systems are in place before the idea.
In this episode:
- Why digital won the budget: it's easier to defend in the board meeting
- How Red Bull counted interactions, captured first-party data and measured trial at its events
- Why the idea should be the last thing you work on
- Going where your customers already are, instead of asking them to come to you
- How Saucony took on the big running brands at run clubs with a trailer and 25 pairs of shoes
- Why there are no easy wins without systems, and why word of mouth sits at the centre
- Go Badger, the platform Doug is building so brands can buy in-person connection the way they buy digital media
Connect with Doug on LinkedIn: https://www.linkedin.com/in/doug-bird-wild-air/
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