Experiential marketing has hit its stride. What was once viewed as experimental or even risky in terms of ROI—has officially proven its legitimacy with brands like Google, Lavazza Coffee, Geico, and Red Bull investing heavily in the space—and achieving massive returns.

The premise of experiential marketing itself is giving marketers a chance to become truly creative in their approach and engage their audiences like never before. But there is a right (and wrong) way to connect with your target demographic. Consider the recent Fyre Festival catastrophe: Though an extreme case, it’s the perfect example of experiential marketing gone wrong and the detrimental impact on the people and brands involved.

So, whether you’re organizing an immersive pop-up, on-site virtual reality installation, or a full theatrical performance or live event, here are a few things that should be kept top of mind to make it mean more, and ultimately deliver out the numbers you’re looking for.

Head over to MarketingProfs for the full article.