Experience Marketing at SXSW, Connecting Event Marketing to Business Goals, & the Psychology of Experiential [The EPS Water Cooler]

Experience Marketing Techniques

With the yearly increase in experiential marketing budgets across the board, more and more brands are doubling down on events. “Experiential” is experience marketing, and the data shows that experience is exactly what consumers are looking for. It is an experience that makes the brands stand out to consumers. It is an experience that creates positive emotions that translate into increased sales. When practicing experience marketing, one thing is clear: your investment will be rewarded. This week we are discussing the psychology behind exactly why experiential works. We also touch on tips for creating lasting experiences, live streaming 101, and, as usual, so much more. Thanks for joining the conversation again this week!

Experience marketing psychology10 Theories Behind the Psychology of Experiential Marketing

Every marketer knows that consumer decisions are rooted in psychology. In fact, experts say that 90% of purchasing decisions are subconscious. With such a startling statistic, it makes sense that experiential marketing is so effective. Experiential allows consumers to interact with brands in person and build a relationship. The impact of this kind of intimate interaction is both powerful and long lasting. But, this is only a superficial analysis about why experiential makes an impact on consumers. Here, Eventeem presents 10 theories surrounding the psychology of experiential and why it is so effective.

Live streaming current event technologyThe Basics of Live Streaming Your Marketing Event

Everyone is live streaming. From the New York Times to a New York mom, going live has become the norm. For experiential marketing, this is a tremendous opportunity. We all know the impact that a brand experience has on event attendees. With live streaming, that impact can go viral (or at the very least skyrocket the number of people reached). But, like any tool, there are right ways and wrong ways to live stream. And many of those decisions are based on your brand, your target audience and the event itself. From the platform you choose to the ways you position your brand, here are the basics for live streaming your next event.

Measuring Marketing EffectivenessUnique Venues to Inspire Your Next Activation

Experiential marketing can happen anywhere. It can engage people where they live, work and play, such as in the case of street teams or guerrilla marketing. It can take on the form of a must-see spectacle, or a unique place filled with engaging activities. In general, however, these types of locations tend to be ‘safe’. Street teams head for high traffic areas; stationary events are likely to choose malls, festivals or arenas. But some brands are shaking it up. These brands are using unconventional event spaces to wow consumers, and they are reaping the rewards. Here are 5 brands that used unconventional experience marketing venues to reach event stardom.

Experience marketing ROI3 Ways Experiential Helps Reach Business Objectives

Companies often underestimate experiential marketing. Some think of experiential as simple product sampling, demos or “brand awareness”. Others think of larger event initiatives as exciting and “sexy”, but feel as though the event impact ends with the event itself. Yet, companies are increasingly investing in experience marketing, and often upping their budgets. And these decisions are not based on perception or assumptions. They are based on data, as experiential continues to show its value in reaching business objectives. Here are 3 ways that event marketing drives results for a multitude of company objectives.

Experience marketing at SXSWThe Skinny from this Year’s SXSW

Every year, thousands of people descend on Austin to take part in South By Southwest (SXSW), the world-renowned “it” event for film, media and music. This year’s event is proving that the festival continues to up its game year over year. Breathtaking brand experiences, interactive displays, and of-the-moment technology (think a zero-gravity virtual reality experience courtesy of Universal Pictures and IMAX), makes SXSW an experiential marketing “Super Bowl”. Read on to discover some of the trends, techniques, and barrier-breaking installations that have amazed attendees thus far.

Event marketing ideas golden rulesCrucial Event Data and How to Collect It

Like any marketing initiative, your event is only as good as its ROI. With so many channels available to engage consumers and gather leads, each one must prove its worth. And because of the ease in which technology allows us to collect information, never before has vetting each avenue been easier. Plus, in experiential, not only can data show you how effective your events are, it can show you how diverse the benefits of your event experiences can be. Here, the Michael Allen Group uncovers the impact of the types of data you can gather at events. Next, they cover exactly how to get it.

technology for eventsHow to Create Lasting Experiences

When crafting any event, the devil is in the details. From location to engagement strategy, marketing teams put tremendous effort into event day. The phrase “one chance to make a first impression” is never more true than in experience marketing. Yet, when crafting brand experiences, companies do not want consumers to disengage once they leave the event. Just as important as crafting a high-impact experience is creating a lasting one. One of the best ways to make your event experience last is to encourage attendees to immortalize it online. People love to share experiences, so in events, you compound ROI with each post, tweet and share. Here are 4 tips to give your events a long life after they have concluded.

video-games-1557358_1280Experiential and the Hyper-Growth World of eSports

To begin, for most people, the term “eSports” is new. As the article points out, “defined as ‘competitive tournaments of video games, especially among professional gamers,’ eSports has become the world’s fastest-growing sports platform.” And while it may seem counter intuitive to utilize events at a fully-digital activity, it’s not. From the article: “When it comes to reaching esports players and fans, leveraging traditional marketing channels won’t do the trick. The average player, a 31-year-old male, tunes out conventional ads, making events the only viable way to snag his attention.” eSports tournaments can be enormous, and the opportunity to engage with this group is equally so. To learn more, read on.

EventPro Strategies is passionate about experience marketing and ensuring our community thrives on information sharing and meaningful partnerships. Using our almost 2 decades of experience in event staffing and talent training, we recently released our Perfect Event Staff Training System guide. Download it for free below. 




Perfect Event Staff Training System



About Kelly Springs-Kelley

Kelly Springs-Kelley is the Director of Marketing at EventPro Strategies. She has worked in the experiential marketing industry for more than 14 years and has loved every minute. Having begun her career in journalism, Kelly is thrilled about the role that information sharing has taken in the marketing world.

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