A good experiential event should work on several different levels. The target audience who visit the event or road-show must have a genuine interactive experience which will embed the key messages. But the events work best if they also feed into other communication tools, for instance we will devise some means of driving traffic from the event to an interactive website, where the target audience can immerse themselves in a secondary, online experience.
The website will in turn incorporate a call to action which will drive traffic to the event. The third tier should be broadcast media and press; the immersive activity should be sufficiently original and eye-catching to generate content in local and national media so that the message can be amplified by editorial coverage of visitors experiencing the event. This PR will drive traffic to the event and to the website to complete the circle.