As an event marketer, a big part of staying at the top of your game is staying up-to-date with everything within the industry and beyond. Event trends can take the form of new and existing technology or novel attendee engagement ideas. They can also mean understanding how marketing events fit in with consumer preferences, the digital world, and more. In the experiential world, there is almost endless opportunity for creativity. There is also almost endless opportunity for revenue generation, data collection, content creation, and more. This week’s EPS Water Cooler features an article that lists 7 trends that experiential marketers need to know. We also showcase social media fails, multisensory experiences, and guerrilla marketing successes.
When it comes to event technology, there is a lot to be excited about. Virtual reality lets marketers take attendees to a world of their choosing. Event management tools have made events a trove of consumer information and continued engagement. Yet, some event trends are conceptual. Understanding what consumers want outside of the event environment allows you to better understand what they respond to. You can then take these concepts and make your event more interesting and more relevant. Here Special Events lists 7 trends that event marketers need to understand to deliver a great experience. From eSports to urban escapism, knowing these event trends can help any brand better connect with consumers.
Social media continues to be a must have for nearly every business on the planet. In experiential, social media is less an event trend and more an event staple. Social platforms provide the best word-of-mouth advertising around, at no cost and on a mass scale. What’s not to love? Yet, for some brands, a mistake on social media can become a runaway PR freight train. The benefit of social is that it can reach millions of people. But when you make a mistake, you also have millions of people who are eager to point it out. And that delete button? Forget it. Online, everything lives forever. Here are 7 examples of what not to do on social media.
Marketing events are a great way to get your brand noticed. Events can take place in many environments: in-store; at a festival or concert; or even on the street. Of the many attention-grabbing event trends, one effective technique is guerrilla marketing. Defined as “an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend,” guerrilla marketing is one of the best ways to stretch a budget. And because it embraces the unconventional, brands have a broad creative brush to paint with. And many brands have taken that opportunity and run with it. From Match.com to Mini Cooper, here are 15 examples of successful guerrilla marketing.
The primary strength of experiential marketing is the experience. Giving consumers the opportunity to taste, touch, and feel your products can be the element that influences them to buy. Tactics such as product demos or sampling are the traditional avenues that brands use for these multisensory experiences. Yet, embracing a new event trend can be a good way for companies to reach consumers in a fresh and effective way. But the article points out, “It’s a fine balance, however, appealing to the senses without inducing sensory overload.” Here are several big brands who succeeded in designing a multisensory engagement event strategy.
Experiential marketing engages consumers on a personal level. It uses an immersive experience to create a lasting and meaningful relationship between people and brands. In the world of public relations, most often PR pros are interacting with the press, influencers, and others. These people serve as conduits to amplify a brand message to the public. In PR, long-lasting, meaningful relationships is one of the most important goals. And, like the public that they convey information to, experiential can be a powerful tool in creating a bond with attendees at a PR event. Those brands who are embracing this strategy are getting much more out of their PR efforts. Here are useful tips for using experiences to elevate your PR events.
As an event marketer, you know that your event is only as good as its results. Ahead of planning, one of the first orders of business is to set a measurable goal for the event. Whether that is a number of consumer interactions, leads generated, or otherwise, you need to be able to measure event ROI. But, many event marketers understand that an event goal does not have to begin and end at the event. Keeping consumers engaged and excited about your brand long after the event is key in producing long-term sales. And long-term sales mean consistent and increasing revenue. Here are 3 event trends and tips to help you keep attendees talking after your event has concluded.[Tweet “Keeping consumers engaged long after the event is key in producing long-term sales.”]
Experiential marketing is often referred to as experience marketing. Yet, it should not be confused with the customer experience. The article asserts that “the difference between the customer experience and experiential marketing is that the customer experience includes the entire set of experiences your customers have seeing ads, visiting stores, buying products or services, and using your brand in their daily lives. Experiential marketing is a vital part of the customer experience.” Experiential allows consumers to build memories with a brand and learn what the brand stands for. This face-to-face interaction goes a long way in both consumer acquisitions and retention. It should be a vital component of your marketing strategy.
From the latest event trends to the best way to measure ROI, every week the EPS Water Cooler covers the best in experiential marketing. Subscribe today and join our community of thousands of other marketers worldwide.