At EventPro Strategies, we are experiential evangelists. It’s not only because marketing events allow us to pursue our passion of connecting people with the brands that they love. It’s because, over the past 2 decades, we have seen experiential work. Experiential does what no other marketing channel can. It creates an in-person, real time dialogue between consumers and brands. Not to mention, the statistics surrounding marketing events are staggering. We deliver the EPS Water Cooler each week to help companies execute great experiential marketing campaigns. This week, we start with an article that features 8 tips on getting “ridiculously successful” in experiential. We also peer into a crystal ball to discover where B2B events are headed.
Experiential marketing has grown over the past few decades. As the data continue to show that this avenue generates tremendous results, more companies are making a go at marketing events. Yet, novices and pros alike are wise to be cautious. While experiential has shown to excel in creating brand love and driving sales, no all events are created equally. Like anything in the marketing world, experiential requires a clear goal, a cohesive plan, and adherence to best practices. Just because you put on an event does not mean that consumers will be enamored. To execute great experiential marketing campaigns, you will need a blueprint. Here are 8 tips to be “ridiculously successful” in experiential.
This week we’ve covered the data behind investing in marketing events. Next, we discussed the importance of executing great experiential marketing campaigns, and that quality reigns supreme. Here is a part of the “how” behind doing experiential well, especially for those with a tight budget. In the planning stages of every event, you need to allocate resources. Should you splurge on attendee giveaways? Or put most of your money into staff training? How will you ensure that your event achieves your desired ROI? How much should you spend on data analysis? How will you follow up with attendees once the event has concluded? Read on to learn the top 3 things that are worth the splurge.
In the U.S. (and beyond), people take their cars very seriously. A person’s car communicates his or her preferences, priorities, and even identity. In addition, most people spend a large part of their day in their car. As a result, the automotive industry is highly aware of the importance of selling an experience. And never has this approach been more important. As the article notes, “Millennials, the largest consumer group, are flocking to major cities and taking public transportation instead of buying a car and paying for gas. Millennials also happen to be the most responsive to brand experiences.” Here are ways the auto industry is evolving away from traditional marketing and embracing experiential.
Great experiential marketing campaigns can be thrilling. This is the case not only for the event attendees who are caught up in a unique, encompassing experience. When you live and breathe experiential as a part of your livelihood, seeing a campaign that succeeds on all levels is inspiring. Great experiential marketing campaigns can also reinforce the fact that marketing events are not only for B2C. They can show avenues of consumer engagement that you might not have thought of. And they also showcase the importance of meeting customers half-way, allowing them to be included and provide feedback to make your products even better. Here are 8 examples of awesome experiential, and lessons that we can all take away.
It is a fact that experiences are effective for B2B brands as well as consumer brands. After all, your contacts within an organization are human too, right? Brand experiences are powerful, no matter who your brand is reaching out to. Experiential marketing can be woven into any B2B event, from trade shows and conferences to industry events and corporate gatherings. Technology, communication, and even B2B audiences themselves are rapidly changing. Companies would be wise to consider rewriting old playbooks and making room for new, interactive methods. Here, 6 B2B brand leaders reveal where they see the B2B experiential world headed related to customization, data, and more.
Great experiential marketing campaigns need an immense amount of planning. Brand teams pour over event goals, location, consumer engagement, data collection, and a multitude of other details. It takes months to marry effective marketing messaging with a memorable consumer experience. And this is all irrespective of the immense financial investments that go into events. To take all this and leave it to the wrong people on event day would be true madness. Not only do event staff execute your carefully-laid plans, they are the ones who interact with every single event attendee. These people ARE your brand, and selecting and training the right ones is one of the best investments you can make. Here is why leading brands are elevating the event staff role and executing “people first” events.
The fear of missing out (FOMO) is alive and well in experiential marketing. When a company or agency executes an event, it is a one-time, “get it while you can” experience aimed at promoting consumer engagement. Part of the reason why experiential initiaitves are often so successful is that consumers do their part and buy in. They want to take part in the event, often because they are inspired by FOMO. But, now experiential FOMO is extending beyond consumers and toward brands. Denise Wong, President of George P. Johnson Experiential Marketing, says that “two or three years ago, clients saw it as an incremental spend.” Wong went on to say, “now they’re moving dollars previously slated for media or broadcast into experiential.” Here is why these top brands are diving into the world of marketing events.
Those who have succeeded in executing great experiential marketing campaigns understand that people are their number one asset. Download our free Ultimate Experiential Marketing Staffing Guide and Checklist for insider tips and best practices to ensure you have the right staff for every campaign.