Nikki Gilliland

About Nikki Gilliland

Nikki Gilliland is a writer at Econsultancy.

experiential_marketing

Four trends driving brand events and experiences in 2022

Companies are ramping up investment in experiential marketing, as consumers crave in-person experiences. According to AnyRoad, 81% of brands say their event and experiential budgets will “match or exceed” pre-pandemic levels in 2022. But post-pandemic, is experiential strategy the same? Here’s a look at how companies are attracting people IRL, and some trends driving the industry.  […]

RainFocus CEO JR Sherman on the biggest shift in experiential marketing since ‘the late nineties’

RainFocus is a ‘unified events and marketing’ platform that enables companies to integrate ‘events’ into their martech stack and their customers’ journeys. I recently spoke with the company’s CEO, JR Sherman, to discuss his industry, the impact of the pandemic and “navigating the most significant advancement in experiential marketing since the internet was embraced in […]

Business purpose, strategic and operational goals

How Aerie, Sephora, and AllBirds are attracting values-motivated consumers

According to a 2018 survey by Forrester, 68% of US consumers say that their social values shape their shopping choices. But of course, findings like these are often based on attitudes and passive intention, as opposed to direct action. The majority of consumers will put other attributes such as value or convenience before a brand’s […]