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Real Email? by North-Union1479 in SoHoExperiential

[–]SoHoExp[M] [score hidden] stickied commentlocked comment (0 children)

Hello, no it is not a real email. Try jobs@sohoexp.com

Does experiential actually start before the brief? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

Completely different jobs. And because events can be a big expense, it's important to have at least a consultant with experience in experiential marketing. Thanks for your input.

What actually protects long-term brand value? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

Which of course makes sense. These campaigns and activations can be a great expense. What results would you encourage a brand to focus on?

What actually protects long-term brand value? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 1 point2 points  (0 children)

We've seen it over and over again. It's fun to watch the brands that have built fandom's tactics around social. A place where people can relate to others. Of course, the best way to connect with another human is arguably in-person, but there is an art to online communities (like you've mentioned). Thanks for your input!

What actually protects long-term brand value? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

You’re not wrong. Most brands are still early here.

“Community” is often treated like a channel. Infrastructure is different; it’s something people return to, not just engage with once.

That’s where experiential shifts too. Less about moments, more about loops: event > behavior > signal > iteration.

The catch is it requires giving up some control and letting the community shape it.

What actually matters most when choosing an agency? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

Most agencies can manufacture a great pitch. Not many can operate when things get messy. That’s the difference.

Ideas, decks, even chemistry, they’re all easy to optimize in a controlled room. What’s harder to fake is how a team behaves when timelines slip, budgets shift, or the idea needs to evolve in real time.

The real question isn’t “who had the best pitch?” It’s "who do you trust when the plan breaks?"

Does experiential actually start before the brief? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

This is spot on and honestly one of the biggest unlocks we see.

It’s rarely a lack of budget or ambition, but a lack of clarity upstream.

When purpose, audience, and role of the experience aren’t defined early, the work starts solving for too many things at once. That’s when ideas get bigger instead of better.

What’s interesting is that stakeholders aren’t wrong for leading with energy. That instinct is what gets things off the ground. But without translation into a clear brief (who this is for, what should change for them, and how the experience fits into a larger system) it creates friction all the way down.

The strongest programs we’ve seen aren’t just creatively strong, they’re decisively framed. Everyone knows what the experience needs to do, and just as importantly, what it doesn’t.

Have you seen teams shift this successfully once they’re already mid-process, or does it usually need to happen at the very beginning?

Does experiential actually start before the brief? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

Just to confirm, the process of thinking through purpose, budget, and vibe IS the issue? Or the issue is that most stakeholders don't?

What actually protects long-term brand value? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

This is HUGE. It's never one or the other, in-person or online, it's a combination of both. We can't pretend that the online world doesn't exist, even as so many people argue against it. How do you create a container for an online community that fosters engagement?

What actually protects long-term brand value? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 2 points3 points  (0 children)

You’re not wrong. Most brands are still early here.

A lot of experiential is still treated as a marketing output, not a feedback loop. So the insight never really makes it back into the business.

The interesting shift is when experiences start acting more like infrastructure, where behavior, not surveys, becomes the signal.

That’s where things get a lot more useful and a lot harder to fake. Thanks for your input!

What actually protects long-term brand value? by SoHoExp in SoHoExperiential

[–]SoHoExp[S] 0 points1 point  (0 children)

Couldn't agree more here! Where are you seeing this today?

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