Episode 166: Alicia Richardson, Winner of the Marketecture Start-up Showcase, on Experiential Marketing and Whether Cannes Is Worth it

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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