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Experiential marketing isn’t a line item. It’s a strategic driver of culture, commerce, and community. In this episode of Production Value Matters, Matthew Byrne sits down with Brook Jay, a pioneer in the experiential space and founder of All Terrain, to unpack how top brands are rethinking the power of real-world connections.
Brook shares how her agency has evolved to connect digital, social, and IRL touchpoints while proving measurable ROI (and ROE). From a casino floor problem in Las Vegas to creating a never-before-seen airline activation, Brook tells the story of how deep consumer insight and smart experience design changed everything for a client—and reset the bar for the entire category.
If you’ve ever had to convince a stakeholder that experiential “works,” this is your new go-to episode.
What You’ll Learn:
- Why experiential marketing deserves a seat at the strategy table, not just the event plan
- How to design activations that align directly with business goals and KPIs
- What “Return on Experience (ROE)” means and how to measure it effectively
- How one in-flight activation helped transform foot traffic into casino revenue
- Why brands must earn their way into culture through authenticity and micro-communities
- The metrics that matter most when building for long-term customer value
- How to treat every event as a content engine with lasting impact
- What production teams can do to become trusted creative and strategic collaborators
About the Guest:
Brook Jay is the CEO and Founder of All Terrain, the first female-led full-service experiential marketing agency in the U.S. Over the last 25+ years, she’s created iconic, results-driven experiences for brands like PepsiCo, Nike, Airbnb, and Ferrari. She’s a disruptor, mentor, and advocate for women, entrepreneurs, and animal welfare—and a relentless champion of making experiential more strategic, measurable, and human.
Follow Matt on LinkedIn: linkedin.com/in/matthewbyrnecsep
Follow Brook on LinkedIn: https://www.linkedin.com/in/brookjay/
For additional resources for #eventprofs visit www.productionvaluematters.com
For additional resources for #eventprofs visit www.productionvaluematters.com
Check out our 3 most downloaded episodes:
- Measuring Value in Your Events: Insights from Jodi Collen
- Educating Clients and Managing Expectations in Event Production with Fransiska Weckesser
- The Intersection of Event Planning and Psychology with Victoria Matey
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