Where Does Experiential Marketing (XM) Stand In the Mix?

If you believe in the power of relationships I think XM should hold a significant portion of the marketing mix. As someone who has utilized (and still do) traditional media (tv, radio, print), I strongly believe that these vehicles can provide a supporting role in XM. However, as I recall someone saying, you don’t hug your tv or kiss the paper. Granted, media can provide an agency with a strong income stream.

The question is:   Is making a quick buck all you’re in business for?

I like to think there’s a larger purpose. Ultimately, I believe life’s purpose is about creating character and relationships. XM seems to me one of the best ways to integrate that philosophy into business.