This post is intended for skeptics, CFOs, and data analysts who require more than a mere "hunch" to justify experiential spending. I am going to break down the "Success Math" behind the recent "Cheeses of Europe" demo campaign and use industry benchmarks to prove that a calculated aggregated ROI of 135.58% is not a fantasy—it’s the achievable reward for a competently planned and executed experiential marketing campaign.

Much has been written about Amazon acquisition of Whole Food Markets. Every day brings an avalanche of opinions: from the industry...

The atmosphere in the store is festive. Jingles are playing as shoppers navigate their carts through the crowded aisles. I am standing...