The world of marketing is undergoing a major transformation driven by the vast increase in communication channels and the rise in consumer resistance to conventional marketing techniques.

More than ever we're bombarded with advertising, telemarketing, inserts, direct mail, emails and smses. It's hardly surprising that these constant interruptions elicit negative emotions and can prove highly counter-productive.

The question that consumer-oriented companies are asking is how to best adjust their marketing mix to ensure more effective and intelligent consumer interaction.

Leading marketers are turning to experiential marketing, whereby a brand and consumer connect directly through an experience that engages them, to dramatically upgrade the quality of their consumer interactions.

At a recent conference on this topic David Lewis, Chief Marketing Officer of ING Direct noted the importance of creating face-to-face experiences where people get to know their brand. It's therefore no surprise that in July 2007, ING Renault brought a groundbreaking roadshow, organised by The Event Company, to the streets of Sandton - the first time the roadshow has been seen in action outside of major cities in Europe and Asia.

Events - from roadshows to intimate customer gatherings - create an invaluable opportunity to chat to current and potential customers and gain insight by interacting directly. Relationships are built through networking that is impossible to attain over the phone or via e-mail.

According to Karen Ashwin, MD of The Event Company, "An event must be synonymous with the brand being promoted, and must be original, enjoyable and unforgettable since the value and impact of the event is determined by the extent that people talk about it."

The recent ING Renault F1 Roadshow certainly got people talking. In line with Renault's philosophy of opening Formula 1 to an ever-wider audience, The Event Company closed off select streets in Sandton, bringing passionate fans and new-comers up close to the Renault cars, teams and drivers.

The team's number one driver, Giancarlo Fisichella, and test driver, Nelson Piquet Jr., wowed an estimated 85 000 crowd, taking turns at the wheel of the world championship-winning R26 on the custom-built street circuit. Reigning Miss South Africa, Megan Coleman, was quick to take up Nelson Piquet's invitation to go for a spin on the track. The crowd got to observe the technical set-up of a Formula 1 paddock area, enjoyed a parade of Renault vehicles and got to view a selection of imports never-before-seen in SA as well as the world premiere of two cars. On top of this, fans were treated to an expertly coordinated day of entertainment including rickshaws, stunt driving, drumming, dancing and acrobatics.

The programme, which has thrilled more than 1.5 million people worldwide, has been a key factor in strengthening Renault's image.

Says Karen Ashwin, "A multi-sensory event is able to cut through the clutter of thousands of messages that people are bombarded with each day, and leave a lasting emotional impression that fosters brand loyalty."

The importance of personally engaging with a target audience is increasing. Going forward, experiential marketing will play a substantial role in the marketing mix prompting a target audience to take action, making consumers more open to the product's traditional marketing, improving consumer's brand perception, and forging stronger and more significant relationships between the brand and the consumer.