Experiential marketing is one of the best ways to reach consumers, regardless of their age, preferences, or income. As we’ve discussed in the past, experiential transcends the generation gap, as it appeals to something beyond demographics. It appeals to the human connection, and the need to relate to one another, which is not unique to one group. It is for this reason that staying up-to-date on trends in experiential marketing helps your company maximize these interactions. This week, we feature an article on the how and why of using event marketing to connect with a group of high-volume purchasers – moms. We also discuss making events Instagrammable and tips on calculating experiential marketing ROI.
In marketing, segmentation is key in speaking to the specific needs of an audience. Today, some of the most common groups on every marketer’s wish list are Millennials and Gen Z. Yet, there is one enduring group that is not defined by age, but by their role: mothers. As the article points out, “women make up 85% of all consumer purchases.” And the data also say that this group is an area of missed opportunity for many brands. “According to a global study conducted by Saatchi & Saatchi, 51 percent of respondents believe brands have an outdated view of moms, and don’t understand who they are at their core.” The suggestion? Start with authenticity. And, as we all know, experiential is the reigning king in that department. Here are some trends in experiential marketing that can help your brand make a mom connection.
Over the past 18 years, EPS has had the privilege of partnering with brands and agencies to execute remarkable brand experiences. One of our most memorable took place at 30,000 feet! In 2008, EPS partnered with Gogo Inflight internet to bring their ground-breaking in-flight Wi-Fi service to the masses, both on the ground and in the air. Our in-flight technicians flew across the country and back, helping passengers log on to the internet from the comfort of their seats. Now more airlines are jumping into the experience economy. They are providing passengers with brand experiences to differentiate themselves from the competition. Here are 3 examples of how airlines use trends in experiential to make a meaningful connection with consumers.
Saturation. That is a term that is often used to describe the current marketing landscape. Almost everyone is constantly connected, whether via smartphone, laptop, tablet, and more. As a result, brand messages bombard people wherever they go. According to the article, ”experts suggest that the average American is exposed to up to 5,000 marketing messages per day.” It’s no wonder that the vast majority are instantly forgotten. It goes without saying that this is why an in-person brand experience is so powerful. Here the Montage Marketing Group lays out 6 things that live experiences do better than all other marketing methods. From driving word of mouth to giving consumers a voice, experiential is leaps and bounds ahead.
With all the data and case studies showing why experiential is effective, you’ve decided that your brand needs to execute events. The next step is crafting and executing your brand experience. First, you will establish an event marketing goal, and from there build an event that will reach your target. But, an event in and of itself does not guaranteed you will reach your goals or wow your audience. As in any discipline, it is important to follow best practices and foster an environment that promotes success. Here are 3 must-have trends in experiential marketing to incorporate into every event whenever possible. By embracing these key elements, your chances of being both memorable and magical will dramatically increase.
As the capabilities of modern technology have grown, so has our ability to gather real time, actionable data. This new reality has completely changed the way the marketing world works. For experiential marketing, it has taken a method which once relied on anecdotal evidence and made it data-driven. This has elevated the event marketing world by allowing marketers to prove what they’ve known all along; in-person brand events are the best way to connect with consumers. It has given them tools to measure experiential event ROI. And that, along with measurable goals and a comprehensive data analysis strategy, is pure marketing gold.
As far as modern marketing methods go, few are growing as fast as experiential. Live brand events bring balance to our hyper-digital lives. Large and small brands alike are embracing experiential, which has made standing out among the crowd a top priority. As the article points out, “the drive toward standing out in the already competitive space is stronger than ever. Brands are searching for experienced marketers who can bring their products to life in innovative ways.” Here Inc. lists some of the biggest talent behind some of the best trends in experiential marketing. These leaders are offering consumers with brand experiences that are truly next-level.
Marketing events excel at many things: building relationships, driving sales, and creating consumer loyalty. They are also incredible content creation machines. According to Event Track 2016, “nearly all consumers create digital or social content at events or experiences, and ALL of these consumers share the content.” With these near perfect numbers, doing everything possible to encourage content creation is critical. But, as this Event Marketer article points out, to be effective “brands need to know which social platforms are in vogue and how to use them to their advantage.” It goes on to say that “According to research from Inc., Instagram’s user base has grown by more than 300 percent over the past few years, while 100 of the world’s top brands have seen Instagram engagement grow by 53 percent year-over-year.” Here are tips to help your brand maximize your Instagram efforts.
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