PR and experiential marketing have long been valuable tools for marketers. But are these disciplines gaining prominence in the marketing mix? And if so, how is this affecting more traditional channels? The CAANZ Marcomms Leadership Group and the Marketing Association, with the help of online research company Buzz Channel, decided to find out. But they need the help of New Zealand's marketers.
Respondents to the 'PR and Experiential, how much?' survey, which closes on 28 January, are asked what share of budget is apportioned to PR and experiential versus other elements of the marketing mix, why it is being used and how the effectiveness of this investment is measured. The results will be analysed and shared at the CAANZ/Marketing Association Brand Engagement Forum in April 2011.
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.