Everyone loves new material, especially material related to marketing. Finding new and engaging ways to connect with your audience and increase revenue is music to any company’s collective ears. When it comes to experiential, new event marketing trends can run the gamut. Trends range from technology tools to crafting a more authentic experience. This week’s EPS Water Cooler features articles designed to keep you up-to-date. They will also hopefully serve to inspire your next experiential campaign. From choosing the right space to choosing the right swag, EPS has you covered.
When people imagine event marketing trends, often tangible things like virtual reality or social walls come to mind. But it’s important to remember that the evolution of experiential has not been only in tools, but also best practices. Over the years, marketers have begun to better understand the inherent power of experiential marketing. By looking at the primary reasons why experiential works, we better understand how to craft better experiences. When we talk about trends, we are talking about technology, but we are also talking about authenticity. Here are 4 experiential marketing trends brought to life. Watch how brands have embraced everything from relevance to the art of play in brand experiences.
We’ve discussed the fact that experiential can work for almost any company or industry. From retail to banking, leaders in every almost every sector are engaging audiences face-to-face. They are crafting brand experiences to stand out. They are using events to communicate with their audience in a way that is proven to be effective. Yet, while event marketing could be right for your brand, you first must determine if it is right for your brand NOW. To maximize your investment in event marketing and achieve meaningful ROI, you need to check some boxes. Here are 5 questions your company should answer before investing in experiential.
Pop-up shops are one of the event marketing trends that have been in the news lately, and for good reason. A pop-up shop generates tremendous opportunity. Opportunity for brands to take advantage of high-traffic/high-profile locations without a big investment. Companies who see high seasonality, or who are on-line, can open a pop-up to increase revenue at the most opportune time. Pop-ups also generate a sense of FOMO (fear of missing out), which puts a higher value on both the brand and what is being offered at the pop-up shop. So, are you sold? Could the pop-up trend drive revenue for your brand? There is only one way to find out. Here are the 4 steps you will need to take to plan and launch your own pop-up shop.
Content continues to be king in the on-line marketing world. High-quality content draws the right kind of consumers to your company. And it builds your credibility (and pipeline) in the process. Some of the most effective content imaginable can come from experiential marketing events. You have already put so much into your event – why limit its impact to the event footprint? One of the biggest event marketing trends of 2017 is using events as content opportunities. Driving content creation at your marketing event means that your event ROI is that much greater. It means that your event will continue to work for you long after its conclusion. Here are some great ways to leverage event campaigns to create high-quality, long-lasting content.
The hashtag is everywhere, so much so that it is no longer limited to the digital realm. Hashtags are in everyday vernacular, and are used to discuss feelings, ideas, and world events. It has become a critical part of how we communicate and express ourselves in the modern world. Hashtags have also taken a significant role in business, and event marketing is no different. In event marketing, while getting significant traction would be welcome, most brands are not using hashtags only to go viral. Event hashtags are used strategically, and for several very good reasons. Here you will find some of the benefits of creating and using a custom hashtag. As far as event marketing trends go, this one is a no-brainer.
Event marketing includes an immense amount of moving parts. From structuring your consumer engagement plan to defining measurable goals, planning is critical. From there, location, logistics, and staffing takes center stage. But, no event is complete without identifying attendee giveaways. While many companies are investing in digital goodie bags, traditional swag still holds power. For your swag investment to be worthwhile, you must achieve 2 things. One, the swag must stand out. If you give consumers their billionth branded pen, you might get lost in the crowd. Two, your branded items should be useful. This can be either in the context of the event or tied to your product or service (think cool storage tubs for a block or toy company). Here are some examples and ideas for swagging out your next event the right way.
In experiential, you get one chance to make a first impression. It is for this reason that every aspect of your engagement plan matters – a lot. This rule has never been more true than when planning your event location. If your event is in a spot that gets no traffic, does not appeal to your target audience, or is challenging to access, all the other aspects don’t matter. If you can’t get the right people to your event, it is impossible for all other efforts to succeed. Here are 4 key things to consider when choosing your next event location.
Experiential marketing thrives in making huge strides in consumer engagement. With the incorporation of a social media strategy, brands can continue to show event ROI long after the event conclusion. Most brands provide many ways for event attendees to create content at events. But often social media success also hinges on making sure the event itself is sharable. Recently Jack Daniel’s created an experiential marketing success story they called Motel No. 7. This pop-up, as the article reports, “on its opening night in Brooklyn became the top trending hashtag in New York City.” This immense social sharing achievement did not happen on accident. Here are 4 key reasons why Jack Daniels broke social sharing barriers.
At EPS, we can’t help but geek out over event marketing trends. Having been in the event staffing industry since 1999, our passion is people, partnerships and brand experiences. One of the most important aspects of any event is staff training, which is why we created the Perfect Event Staff Training System Guide. Download yours for free by clicking below.