The marketing industry’s commitment to in-person events is showing no signs of slowing down. When the yearly experiential marketing study Event Track published it’s 2015 report, the press release did not mince words. Companies are continuing to invest in brand experiences. “Growth of experiential marketing, the use of live events such as sponsorships, mobile tours, street marketing, pop-up stores, in-store experiences, sampling, proprietary events, mall tours, trade shows, b-to-b meetings, p.r. events and street stunts, continues to outpace growth among other marketing channels such as advertising, promotion and emarketing.” And the growth of experiential is a direct testament to its effectiveness. This week’s EPS Water Cooler discusses how brands build awareness and drive ROI through marketing events. We also discuss mastering measurement and data, and 5 keys to a successful activation.
In-person events give brands an opportunity to make meaningful connections with consumers. They create a dialogue between the company and the consumer. They allow people to have a personal, enriching experience. Equally as beneficial, they allow companies to gather market data, better engage with customers, and drive revenue. By many accounts, those who are not incorporating experiential into their outreach are at a disadvantage. By relying only on traditional media and abstaining from face-to-face marketing, a company is relying on a diminishing strategy. Here Madeleine Preece of Neonormal breaks down why brands should be “pulling” and not “pushing” when it comes to engagement.
Like traditional marketing, traditional TV has seen its world turned upside down. No longer are behemoth networks like FOX, ABC and HBO dominating TV viewership. With the rise of the online world came a tsunami of new ways to watch, but it also came with new programming. Now that Netflix, Amazon, Hulu and YouTube are creating well-received original content, the battle for viewers is on. And entertainment marketers, studios and producers would be wise to consider in-person events as a way to attract new eyeballs. Here are 4 reasons why experiential marketing is ideal for driving viewers to tune in.
Experiential marketing is a proven way to reach consumers. It allows brands to build a relationship with their targets, rather than of talking “at” them. This article points out that brand activations can be vast in how they are executed. As opposed to singular in-person events, it uses Coca-Cola’s campaign as an example of alternative approaches. The initiative, in which names were inscribed on its cans and bottles, is an example of “a brand activation event on massive scale”. In the world of experiential, the brand experience can take many forms. But, the goal remains the same. “To put it simply, a Brand Activation is an event, a really big and organized event, that is designed to connect consumers with a product or service in a unique and memorable way.” Here are 5 key ingredients to a successful brand activation.
The umbrella of experiential marketing is wide and vast. Experiential, as stated by Ad Age, is “loosely defined as messaging you can touch, feel or view in a physical space.” It is best understood in its root word, experience. There are many tactics that are “experiential” but achieve different goals. If a company wants to generate leads, they might establish an event in which consumers can try a virtual reality game. To enter the game, attendees must create an account using an email address. Or, some events might seek to show consumers the benefits of a product, so a demo or sampling event is in order. But what is the best way to spread brand awareness? Here are Eventeem’s top 5 experiential marketing tactics for those looking to get their brand ingrained into the collective consumer consciousness.
Several of the articles that we feature involve improving an existing experiential marketing strategy. Yet, it’s important to keep in mind that in-person event initiatives are, for many companies, still young. Most companies have engaged in some sort of experiential marketing, such as trade shows or product demonstrations. But a robust engagement strategy might still be developing. For those who are still wading in the event marketing waters, this “beginners” article is short and sweet. The post defines experiential and provides 3 tips to consider when beginning a new in-person campaign.
One of experiential marketing’s most highly-touted benefits is the fact that it puts a face to your brand. Through brand ambassadors, consumers can feel, see, touch, and talk directly with a brand. This interaction provides benefits that traditional marketing cannot. People are social creatures, and even in the digital age (or more so because of it), people respond to human interaction in a dramatic way. So is your company taking advantage of this tremendous resource? If not, here are 10 key benefits of face-to-face engagement that might convince you. From avoiding misunderstandings to building trust, these are great reasons to give in-person events a try.
In event marketing, consumers have a chance to directly interact with your brand. As a result, two of its most tried and true tactics are sampling and demonstrations. After all, what better way to maximize your time in front of an audience? It is because of this that companies often believe that experiential is only for consumer brands. But, little do they know, experiential can be for almost any industry. Banking and finance, healthcare, education; brand ambassadors can represent companies across the spectrum. Brand experiences are customizable for any target. This article highlights another industry that might not consider experiential, but should: tourism.
The Event Marketer’s Experiential Marketing Summit (EMS) is the premier conference in experiential marketing. Hundreds of brands and agencies converge to discuss everything experiential, from consumer engagement to data collection and analysis. Jack Morton delivered a workshop titled “Event Measurement and Data University”. The session covered “how to create and build a stronger measurement practice.” It included “current measurement strategies, trends and best practices”, ideal for anyone interested in upping their data game. And even if you missed the event, you don’t have to miss out on the content. Check out the presentation deck, posted in the article.
In-person events can be used to drive brand awareness, increase revenue, generate leads, and more. Having staff with the right training will help you achieve event marketing greatness. Learn how to do event staff training the right way and download our Perfect Event Staff Training System. It’s free – get your copy below.