Episode 166: Alicia Richardson, Winner of the Marketecture Start-up Showcase, on Experiential Marketing and Whether Cannes Is Worth it
Marketecture: Get Smart. Fast. · Ari Paparo
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Show Notes
Alicia Richardson, co-founder and managing partner of CrowdAxis and winner of the Markecture Live Startup Showcase, joins the pod to break down how brands approach experiential marketing, how to measure its impact, and whether major events like Cannes are actually worth the investment.
Takeaways
- Experiential marketing connects brands directly with consumers in physical settings.
- Marketers often rely on gut and repeat past event choices.
- Measurement is inconsistent and still focused on basic metrics.
- The industry lacks a standardized way to evaluate performance.
- ROI depends on both the event and the brand’s execution.
- Delayed data limits post-event conversion opportunities.
Chapters
00:09 Intro & Guest Introduction
03:33 What is Experiential Marketing
04:20 The Measurement Problem
07:11 CrowdAxis Solution
08:05 Experiential Power Index
10:08 Marketer Perspective
13:35 Data Sources
21:19 Founding Story of CrowdAxis
25:11 Paid Marketing Debate
43:22 Shopify Agentic Storefronts
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