Podcast: Dan Mason & Andy Sexton from 2LK discuss experiential marketing

Dan Mason, managing director, and Andy Sexton, creative director from 2LK, joined Event Industry News for this week’s podcast to discuss the company’s 25-year history.

First and foremost a brand experiential agency, 2LK creates memorable live events for trade shows, brand activations, launches and conferences, and boasts a client pool that includes Canon, HSBC, Wiko, Dell and the Royal Bank of Canada.

Currently celebrating its 25^thyear of “independence”, as described on the website, 2LK focuses on creating memorable live events to increase clients’ engagement, revenue and reach.

Touching on the history of marketing, Dan and Andy took us back to the economic crash of 2008 during which traditional marketing strategies such as print journalism took a substantial hit. Not only affected by the dipping marketing budgets, print also suffered from the development of certain technologies.

The two colleagues agreed that “print went from being themethod of communication to just being a method,” alluding to the rise of the Internet, social media platforms, blogs and online influencers.

Brands and organisations need to think outside the box to get their messages heard. Live events have the power to create meaningful impressions on potential clients and encourage more business from existing ones.

Andy commented that, though live events are short-lived, they have the potential to create lasting influences after the event has finished. “There is a hungry appetite for experiential at the moment,” he claimed, drawing upon his own 12 years’ experience at the company.

Technology even allows the success of these events to be measured somewhat, with factors such as dwell time and audience movement now being quantifiable.

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