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According to Salesforce, experiential marketing enables consumers to not just buy products or services from a brand, but to experience the brand. It can create personalised engagement, a stronger connection between the product and emotion, a positive touchpoint and social shareability. However, amidst the pandemic, brands and marketers have hardly had the chance to have face-to-face experiences with customers.  A study conducted by Agency EA unveiled that 90% of brand-side marketers continued to stand behind the effectiveness of in-person events as being a vessel to connect and strengthen their organisation's relationships with their customers. Meanwhile, 88% of respondents felt more connected to a brand after an in-person, rather than a virtual event — proving the value of face-to-face experiences. In light of the importance of experiential marketing, we turned to our Marketing Excellence Awards Hong Kong 2021 results to find out who our judges thought were the...

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