Live communications: Avoid the spam

Date: 18/05/2010

Companies considering staging live brand experiences in the months to come have been given some tips on how not to do it - particularly on avoiding the thorny issue of "experiential spam".

In an article on Australian site mumbrella.com, Alan Riva of Kaleidoscope Marketing Communications said experiential spam is a disconnect between a brand and its audience, created by forced or unwanted interaction.

Such encounters are likened to telemarketing, annoying cold-callers or email spam, the expert noted, which are more likely to leave customers spreading negative feelings about the brand.

"Challenge your agency to come back with a measurable trial objective but also, and importantly, one that measures success on conversion and ultimately a deeper relationship between you and your customers," advised Mr Riva in the article.

It follows the advice of Nigerian-born marketing expert Demola Adedoyin, who recently stated in an interview with Business Day that live communications need to have a clear sense of purpose to succeed.

Written by Jo Morgan. ADNFCR-2060-ID-19784473-ADNFCR

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Live communications: Avoid the spam

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