The Ins and Outs of Experiential Marketing During the Coronavirus Pandemic

Gone are the days when retailers wondered how to magnetize and mesmerize shoppers. Today, it’s widely understood that it all comes down to experiences, and the execution of that delicate dance between brand and consumer can make — or break — that special bond that keeps them coming back. And that’s why [A]Non-Agency, led by founder and president Michelle Collins, specializes in consumer experience marketing — think of it as marketing’s new frontier. Collins’ firm has worked with agencies of record such as Publicis, M&C Saatchi and Big Spaceship, as well as luxury and other global brands, including Richemont N. America, Lancôme, Van Cleef & Arpels and Google Play, to develop and deploy ultra-cool experiential marketing initiatives. Here, Collins talks to WWD about the lasting power — and current critical need — of experiential marketing, and how brands have creatively interacted with consumers during the coronavirus pandemic. WWD: What are the key components of a successful experiential marketing event? Michelle Collins: I like to frame experiential marketing as a form of dating that hopefully manifests into a lasting relationship. Chemistry is at the heart of the spark that attracts people, and while some say it’s inexplicable, we in experiential marketing know that it is our

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