{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/6823780014bdee6141798abb/686836ce0b3c0cca541765d6?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"You Can’t Buy Culture: Why Brand Experiences Need to Be Earned with Brook Jay of All Terrain","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/6823780014bdee6141798abb/1751660019496-c3beeeb3-7967-4d8f-94d6-22944e3a136b.jpeg?height=200","description":"<p>Experiential marketing isn’t a line item. It’s a strategic driver of culture, commerce, and community. In this episode of <em>Production Value Matters</em>, Matthew Byrne sits down with Brook Jay, a pioneer in the experiential space and founder of All Terrain, to unpack how top brands are rethinking the power of real-world connections.</p><p>Brook shares how her agency has evolved to connect digital, social, and IRL touchpoints while proving measurable ROI (and ROE). From a casino floor problem in Las Vegas to creating a never-before-seen airline activation, Brook tells the story of how deep consumer insight and smart experience design changed everything for a client—and reset the bar for the entire category.</p><p>If you’ve ever had to convince a stakeholder that experiential “works,” this is your new go-to episode.</p><p><br></p><h3>What You’ll Learn:</h3><ul><li>Why experiential marketing deserves a seat at the strategy table, not just the event plan</li><li>How to design activations that align directly with business goals and KPIs</li><li>What “Return on Experience (ROE)” means and how to measure it effectively</li><li>How one in-flight activation helped transform foot traffic into casino revenue</li><li>Why brands must earn their way into culture through authenticity and micro-communities</li><li>The metrics that matter most when building for long-term customer value</li><li>How to treat every event as a content engine with lasting impact</li><li>What production teams can do to become trusted creative and strategic collaborators</li></ul><p><br></p><p><strong>About the Guest:</strong></p><p>Brook Jay is the CEO and Founder of All Terrain, the first female-led full-service experiential marketing agency in the U.S. Over the last 25+ years, she’s created iconic, results-driven experiences for brands like PepsiCo, Nike, Airbnb, and Ferrari. She’s a disruptor, mentor, and advocate for women, entrepreneurs, and animal welfare—and a relentless champion of making experiential more strategic, measurable, and human.</p><p><br></p><p>Follow Matt on LinkedIn:<a href=\"http://linkedin.com/in/matthewbyrnecsep\" rel=\"noopener noreferrer\" target=\"_blank\"> linkedin.com/in/matthewbyrnecsep</a></p><p>Follow Brook on LinkedIn:<a href=\"https://www.linkedin.com/in/brookjay/\" rel=\"noopener noreferrer\" target=\"_blank\"> https://www.linkedin.com/in/brookjay/</a></p><p>For additional resources for #eventprofs visit<a href=\"http://www.productionvaluematters.com\" rel=\"noopener noreferrer\" target=\"_blank\"> www.productionvaluematters.com</a></p><p><br></p>","author_name":"Byrne Production Services"}