In Chapter 5 of 15 of his 2010 Capture Your Flag interview, creative director, and marketer Jason Anello shares how context helps pitch an experiential marketing campaign. Whereas clients understand context and measurement metrics of traditional media - print, outdoor, television, radio, and interactive, experiential marketing is vaguer. Establishing a framework helps to close the gap between what his client knows about what exists and what it can expect from something new and untested.
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