Scale Experiential Marketing Without the Chaos

Experience This coordinates every aspect of experiential campaign execution — from planning and targeting through to booking, agency briefing, execution and measurement — so everyone knows what’s happening, where and when.

Written by Michelle Golding

June 2026

Experience This activation booking profile

The real problem with scaling experiential

Running one large experiential event is manageable. Running 20, 50 or 100 activations across festivals, venues and regions simultaneously is a completely different challenge — and most FMCG and drinks brands are trying to do it without the right tools.

Here’s what scaling experiential actually looks like without a dedicated platform:

A brand decides they want to show up at 20 festivals that year. The sales rep goes out finding festival contacts and pitching — either bespoke or with a PowerPoint slide showing what’s available. They then have to email the warehouse to check if assets are free, because warehouse tools only show live stock, not future availability — so there’s usually a separate manual calendar tracker running alongside.

Then they might go to several different places to organise agency staff, digital assets, menus and other POS outside of the main experiential asset. Or they create everything bespoke, not realising assets already exist in stock — because nobody has a centralised view of what’s available and what the execution guidelines are.

Approval requires back and forth with the brand team, customer marketing and multiple agencies — all by email. When it finally happens, the customer may not have been kept in the loop on delivery times or execution restrictions — creating last-minute chaos. The tracker is usually out of date. And measurement rarely happens, because nobody is clear on what happened, where or how to capture the data.

This is how most FMCG brands manage experiential. And it’s why scaling beyond a handful of activations becomes so difficult.

How Experience This coordinates experiential execution at scale

Experience This replaces that entire fragmented process with one coordinated workflow — so every stakeholder knows exactly what’s happening, at every stage.

1. Campaign setup The brand creates the experiential campaign in Experience This — defining available assets, execution guidelines, agency contacts, digital assets, POS, menus and any restrictions such as delivery windows, location specs and scale requirements. Everything a rep needs to pitch and execute is in one place from the start.

2. Targeting The brand sets targeting rules — which customers, sales reps or regions are eligible, what segmentation criteria apply, and what scale of activation is appropriate for each outlet type. Reps only see activations relevant to them.

More effective brand execution and insights with segmentation targeting

3. Pitching and booking The rep sees exactly what’s available — including future asset availability, not just live stock — and pitches directly from the platform. They tailor the activation based on the guidelines and fill in the right questions at checkout, including delivery times and any venue-specific specs.

Experience This activation booking profile

4. Automated approval flows and comms The completed booking triggers automated approval flows to the right internal stakeholders (e.g Customer marketing or brand team) and all relevant agencies — a single flow that covers every aspect of the activation, from the large experiential asset through to staff, digital and POS. No more separate email chains for each agency.

Experience This is fully agency-neutral — giving brand owners complete flexibility to engage the agencies or suppliers of their choice for each activation, ensuring competitive pricing and the best-fit delivery partners without being locked into rigid agency models.

Once approved, automated confirmations go to every stakeholder — the rep, the customer, the agencies. Everyone knows what’s happening, when, where and what’s expected of them. No chasing. No last-minute surprises.

Automated budget approvals FMCG Trade Marketing

5. Asset management Experience This manages the full lifecycle of your experiential assets — from initial distribution through to tracking, collection and reuse. Unlike warehouse tools that only show live inventory, Experience This uses future forecasting algorithms to enable assets to be safely booked in advance.

Critically, the platform has built-in logistical safeguards — each asset has a defined turnaround time built in, so the system automatically blocks out the days needed before and after each activation for collection, checking back into the warehouse, cleaning and preparation. This prevents assets being double-booked or confirmed for activations where there isn’t enough time to safely retrieve and prepare them — a common problem when bookings are managed manually across spreadsheets and email chains.

Automated collection prompts and damage tracking are built in throughout the asset lifecycle.

Automated agency briefs FMCG Execution

6. Execution tracking The tracker updates automatically as bookings progress through the workflow. Brand and customer marketing teams have live visibility of every activation — what’s been confirmed, what’s in progress, what’s been executed — across all 20, 50 or 100 festivals simultaneously.

Automated execution calendar FMCG

7. Measurement After the activation, Experience This pulls in sales uplift data and triggers automated review forms to all stakeholders — capturing ROI data, learnings and photos in one place. For the first time, brands get consistent measurement data across every activation, not just the ones someone remembered to follow up on.

Real-time brand activation visibility and reporting

How this compares to other tools

AnyRoad is an excellent tool for measuring ROI on large, one-off brand-owned experiential events — capturing attendee data, NPS and revenue attribution for flagship activations. But it’s not designed to manage the operational workflow of scaling experiential across large field sales teams and multiple agencies simultaneously. The coordination of who’s doing what, when, with which assets, with which agencies — that’s where brands tell us the process breaks down.

Experience This is built specifically for that coordination challenge — the day-to-day operational workflow that makes the difference between one well-executed event and a consistent, scalable experiential programme.

Warehouse and fulfilment tools manage stock and delivery — but only show live inventory, not future availability, and don’t handle the booking, briefing or measurement workflow.

Creative and production agencies design and build experiential experiences — but don’t provide the operational platform to coordinate, track and measure them at scale.

Platform capabilities based on publicly available information at time of writing.

See how Experience This compares to other brand execution tools →

Experiential activation types Experience This manages

  • Festival and outdoor event activations
  • Sampling campaigns
  • On-trade venue experiential and takeovers
  • Staff advocacy and bartender training programmes
  • Bespoke brand installations
  • Outdoor visibility and brand experience activations
  • 360 always-on experiential programmes across all of the above simultaneously
Customer marketing campaign management dashboard

The results

  • £16.6M saved over 4 years through smarter asset management and reuse
  • 743% increase in asset reuse since implementation
  • 3.1x ROI improvement for a leading drinks brand in A/B Test
  • Faster activation — field teams book and execute campaigns more efficiently
  • Greater agility — brands can respond to opportunities and feedback at pace
  • Full visibility of experiential activity across all regions for better planning and reporting
  • 1 day saved per week per user through automation

Read the full case study →

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