Local experiential marketing firms report growth

Living up to their energetic names, area marketing firms -- like Spark and Pulse220 -- with a focus on non-traditional methods for reaching potential customers are experiencing robust growth.

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Led by CEO Craig Erlich, Pulse220 in Southfield has grown from a small, special events firm specializing in Bar Mitzvahs and other private parties to a focused experiential marketing agency implementing multimillion-dollar corporate events across the nation. Pulse220's client list includes such companies as Microsoft Corp., The Gatorade Co., Quicken Loans Inc., DaimlerChrysler and Masco Corp.

Philadelphia-based marketing firm Sparks Exhibits & Environments Corp. recently opened an office in Royal Oak that will focus on experiential marketing strategies. Sparks selected Royal Oak because of the local talent pool, said David Lentz, general manager of the Detroit-area office.

Sparks has worked with clients in providing experiential marketing for a number of years, Lentz said, focusing on an approach that carries a heightened degree of sophistication.

"The takeaway after the experience has to be lasting and create residual effects from measurable increased sales to a strengthened emotional and loyal attachment to the brand," Lentz said.

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