Experiential marketing attempts to connect consumers with brands in personally relevant and memorable ways.
As a marketing methodology,
experiential marketing aims to
move beyond the traditional "features-and-benefits" marketing- cast to a wide audience that includes not only those who may benefit from a
brand or product, but also those who would not benefit at all.
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In contrast, experiential marketing presents an engaging
entertaining and interactive experience that people choose to attend to and participate in, after identifying the relevance of a brand or
product to their needs.
Strategically designed marketing experiences have as direct results: increased sales, increased
awareness, improved brand perceptions and increased brand loyalty beyond what could ever be achieved by traditional advertising- at any cost.
Experiential marketing efforts have become therefore major marketing tools for cutting-edge companies and brands.
Funky Business was born out of the love for this special field that combines
all possible manifestations of the 7 arts with an incredible number of other disciplines- from both design and science fields: Marketing,
Information Architecture, Writing, Visual Design, Computer Science, Research Methods, Psychology, Sociology, Physics, Anthropology.
(read more)
It is a challenging field - because it requires a broad knowledge base across so many disciplines
and a deep knowledge across more than 1 discipline - which also makes it impossible not to love it.
The second love of the agency's founder, Diana Graepel, has been the book called "Funky Business"
written by Kjell Nordstrom and Jonas Ridderstrale, which has been launched in Romania in 2007- but was the inspiration and the trigger for Diana
to start the business back in 2000, when she first read it.
As a result, Funky Business has been pionneering experiential marketing on the Romanian market since 2001.
Considering that this field has only taken off during the past 10 years -and this applies to
sophisticated markets with considerably longer advertising tradition than our own- the agency's accomplishments may well be considered
providential. With no reference to luck but partial reference to its values and culture that have compelled it to address and exceed limits-
its own and the market ones for every single brand experience.