As in any industry, in experiential marketing there are masters and gurus; brands and agencies that we all look to in awe. Sometimes a company will craft an engagement marketing experience that is so inspiring, we can’t help but pause and take note. Some of these campaigns excel in achieving unbelievable results. Some are so eye-catching or engaging that no passer-by could resist participating. It is these activations that earn peer praise and create huge gains for the brand. This week, we highlight an article that looks at Mashable’s award-winning experiential efforts. We discuss experiential and FOMO (the fear of missing out), tailgate marketing, and reaching baby boomers with events. And, as usual, there is much more, as we highlight some of this week’s best articles related to event marketing.
South by Southwest (SXSW) has become a sort of “Super Bowl” for experiential marketing. In this hyper-creative environment, brands are able to stretch their engagement marketing wings. It is at this collaborative event that many companies show up ready to meet the enormous SXSW challenge. Here brands must be both relevant and attention-grabbing to compete next to the best in music and technology. Every year, Mashable pulls off this admirable feat. Here Event Farm CMO, Alexandra Gibson, interviews Natasha Mulla, VP of Experiential Marketing at Mashable. They discuss Mashable’s experiential strategy, specifically the “Mashable House” at SXSW. This activation has made a big impression for the past 6 years, with its show-stopping immersive experiences. Here is how Mashable develops and delivers some of the best of experiential marketing.
In the past, when brands sponsored events or festivals, their presence was limited to logos and passive brand messaging. Organizers thanked sponsors onstage, and that was it for fan engagement. Now things have changed. The increasing popularity of experiential has shown companies that sponsorship is a prime opportunity for engagement marketing. When it comes to tailgate marketing, sponsorship activations are vast and exciting. And the more brands that tie their image to fans’ passion, the better off they are in the short and long term. Here are 4 brands that have succeeded in creating memorable experiences with fans at tailgates.
When it comes to marketing and public relations, depending on the organization, your team may be charged with both. And, while these are two distinct disciplines, they are complimentary and share similarities. Both deal with managing how companies are viewed by people in the “outside world”. Both require clear communication of a company’s intentions, culture, offerings, and more. Generally, these similar objectives are perused in different ways. Yet, in this article, a PR expert argues that teams can use experiential to further the goals of both. Coined as “Experiential PR”, here is the argument for using marketing events to reach public relations objectives.
Consumers put a high price on experiences, especially younger ones who have become numb to digital marketing tactics. From the article: “A recent survey by Eventbrite has shown that 65% of millennials (18-34 year olds) are would rather spend money on life experiences than material things.” It is this trend that has led to experiential taking its place as one of the most effective marketing methods available. But there’s more. Events, by their nature, are finite experiences. Taking advantage of FOMO (the fear of missing out) can be a big advantage for organizations that are executing brand experiences. By positioning your brand event as one that can’t be missed, you can draw in more potential customers who are eager to take part.
It is common knowledge in sales and marketing that stories sell products. But the way people consume information has changed. With access to a ton of information though many channels, the brand narrative cannot be communicated as easily. Story-telling has changed. This is why Simon Long, the creative director of Intermarketing Agency, is approaching things differently. In this article by The Drum Network, Long discusses the strategy behind their new experiential division, Intermarketing X. He also discusses the need for a new way of consumer engagement marketing, rooted in a trend he calls ‘story-living’.
In experiential, we talk a lot about digital desensitization, and the need, particularly for Millennials, to experience a brand. Millennials are the target audience for many companies. They are the largest generation in U.S. history and are coming of age, poised to have significant purchasing power. But previous generations shouldn’t be counted out yet. As this article points out, “While “millennial” is on the tip of every marketer’s tongue, the large ranks of the baby boomer generation form roughly a $7.6 trillion market that shouldn’t be ignored.” And like Millennials, Baby Boomers also have an affinity for experiences, making experience marketing a prime opportunity to reach these consumers as well. Read on to see why experiential can reach all types of individuals, no matter what their age.
Digital technology has been a disruptor for many industries. It has resulted in our calling an Uber instead of a cab; downloading the newest blockbuster rather than going to Blockbuster (may it’s soul rest in peace). Yet, technology has not only transformed industries. It has changed the ways companies operate within industries as well. This is true in all areas of marketing, including experiential. Information is gathered with the push of a button, or in some cases, without a button, such as in the case of geolocation and other automated advancements. In this article, the author argues that the post-mortem should be in the past, as advanced technology has rendered it irrelevant.
While we know that experiential marketing is effective, this article does a great job summing up one of the primary reasons why. It states that, “(experiential marketing) stems from experiential learning, which is the process of gaining practical or fundamental meaning (knowledge) from direct experience.” You remember what your senses teach you. When you are able to interact with a brand, you internalize the message better than being “told” through traditional methods. The article goes on: “Students learn best by doing. When people acquire knowledge by firsthand experience instead of hearing or reading about the experiences or narratives of others, it has more of a meaningful and lasting impact.” Read on to see why engagement marketing through experiential results in buyer “a ha” moments about your brand.
Experiential and engagement marketing provides brands with effective and inventive ways to reach consumers. For an event to succeed, you need to find the right people to represent your brand, and ensure they have the training that they need. Download the free Perfect Event Staff Training System below to learn everything you need to know about event staff preparation.