'Ask customers what they want' for live brand experiences

Date: 02/10/2009

Organisations really need to go back to basics when planning the formative stages of a live brand experience, it has been asserted.

Katherine King, the research director at Metro, made her comments to delegates attending the ad:tech London interactive advertising and technology conference and exhibition, which took place last month at National Hall in Olympia.

She said of strategies to engage the consumer, such as a live brand experience, that the thing which worked for them best was to speak to advertisers, clients and corporate events management types to see what they thought.

Ms King continued: "That seems a blindingly obvious thing to do but it's often a stage that does get missed out.

"If you really, really want to know what motivates your customers there's no way better than spending an hour of their time asking them."

ad:tech London was one of ten shows of its kind taking place in one of seven countries during 2009, delivering hands-on workshops and exhibitions on promotions. ADNFCR-2060-ID-19391497-ADNFCR