People react to experiential marketing activity in different ways. Some are participants, some are spectators. Brands often measure ROI on participants and rightly so, but what about the people that pass by without interacting? Research suggests that these people make up to 70% of the potential audience that are exposed to experiential activities! What effect does experiential activity have on these spectators and what impact does this have on that all-important ROI? People react to experiential marketing activity in different ways. Some are participants, some are spectators. Brands often measure ROI on participants and rightly so, but what about the people that pass by without interacting? Research suggests that these people make up to 70% of the potential audience that are exposed to experiential activities! What effect does experiential activity have on these spectators and what impact does this have on that all-important ROI? 
In the modern marketing era, it is more important than ever for brands to be able to learn, unlearn and re-learn to be successful. It is also of increasing importance to mix interaction channels with more static channels to achieve effective information delivery. Taking this in to account, how and when should you use these different mediums to achieve maximum impact?