NON-ADVERTISING-BASED FORMS OF MARKETING - especially newer sectors such as branded entertainment, event marketing and experiential marketing - have emerged as the fastest growing segment of the media economy, outpacing advertising, as well as consumer and industrial spending on media.
The challenge with event marketing, is that most firms sell the conceptual stuff, logistics and staffing. They are event planners with a different metric: Return on advertising dollars. They have much less of a clue when it comes to delivering the bodies, other than by latching on to already successful events or sending out print invitations. That's where WhizSpark fits in. When it gets really interesting is when we can combine the accountability of online advertising with the accountability of event marketing:
U.S. marketers and their agencies are shifting spending into forms of marketing that have tangible measures of ROI associated with them.
I know that there isn't anyone out there that is using the web, email and social networks to drive attendance to branded entertainment. Atleast not in a scalable way - like we have the potential to do. And we can capture when the consumer makes their interest/intention in a product/service at a search engine known, to getting them to the event, to closing the sale.
However, I haven't made a concerted effort to sell our services to the event/experiential marketing firms or to large brands directly. As Rick could tell you, I haven't had luck selling to any ad/marketing agencies, as they don't quite get what we do. So, I usually sell direct. I don't work with agencies if they insist on being the middle person between me and the client. Of course, if there's an agency that "gets it", I'd reconsider.
I could use an advisor that's an insider in the experiential marketing industry to help make the first few sales or maybe to focus on developing us for that market.