Winter 2007
pulse220 Elevates the Experience with Identity
When the time came for Southfield, Michigan-based Star
Trax Corporate Events to officially re-brand the agency as
“pulse220, an experiential agency,” it retained Identity to
provide media relations and communications support.
After 20 years of executing innovative, one-of-a-kind corporate
events and experiences, the company has evolved into
something much more—a true experiential marketing agency.
pulse220 helps the world’s leading companies create experiences
that improve and reward performance, increase sales
and elevate brands. The agency produces incentive and
recognition events, strategic meetings and event marketing
programs throughout the world. Among pulse220’s most recognizable
clients are Gatorade, Microsoft, Comerica Bank,
Quicken Loans and DaimlerChrysler.
What is Experiential Marketing?
As the effectiveness of traditional advertising media,
including print and broadcast, has continued to decrease
over the last several years, companies have begun to look to
non-traditional forms of marketing to get their products and
services in front of consumers. One area that has grown
exponentially is experiential marketing. Experiential marketing
provides a personal engagement level not offered by
other forms of media. It uses brand relevant experiences to
connect with key audiences, while creating an environment
in which consumers interact with brands, products and services
through sensory experiences.