As 2017 gets underway, many brands are kicking off a variety of experiential marketing initiatives. And while many plans are already finalized, there is always room for adjustments based on best practices. The event world by its nature is fluid, and so too can the way you execute events be throughout the year. This week the EPS Water Cooler has curated articles that showcase some of experiential’s best marketing techniques. From the way brands should be planning their events to trade show experiences that wow, there is a lot to learn. We also focus on emerging event technology, the expansive benefits of guerrilla marketing, and more trending event marketing news.
In event marketing, we are smitten with new technology. From consumer engagement at events to driving revenue beyond the event footprint, brands are able to maximize event impact more than ever. When vetting new technology, it’s important to look at event goals and what works with your demographic. It is also helpful to know what has worked for other brands and if they have best practices. This article features interviews with 11 leaders in event marketing. These top players represent leading agencies including Momentum Worldwide, Mosaic and many others. The interviews list key insights related to new technologies and how these companies have found tech success.
Knowing consumer preferences when planning an experiential event is Marketing 101. Brands and agencies spend considerable time and money researching what their customers buying preferences and more. Yet, many times, the culture of the target audience is left unexplored. What are the cultural reasons behind your consumers’ needs and ideas? WHY do they think the way they do? This article explores why understanding consumer culture is critical in ensuring your marketing message gets across. But what if your audience comes from different cultural backgrounds? Good news – they explore that too.
[Tweet “What are the cultural reasons behind your consumers’ needs and ideas?”]
With all the excitement and positive data surrounding experiential marketing, it is no wonder why so many brands are jumping on board. But like anything that is done in haste, it is easy to get ahead of yourself. Yes, event marketing works. Engaging consumers face-to-face is one of the best ways to connect with them. It leaves a lasting impression that is more likely to lead to long-term brand loyalty. But, before developing an event marketing campaign, follow best practices to prime the event to reach your goals. Here are 5 tips and real life examples on how to help your experiential practice stay focused and effective.
As most marketers know, everyone loves visuals. People can glean information from a visual representation far better than from words alone. In marketing (and all areas of business), a lot of time is spent reading, researching and memorizing data. Often this research is done to promote incorporating experiential into a marketing strategy. Showing executives exactly why events are one of the best marketing techniques is the first piece in getting a campaign off the ground. Wouldn’t it be great if there was a simple infographic, complete with data and links to successful experiential campaigns from big brands? One that you could forward to your company’s decision makers? Take a look at this one – it might be what you are waiting for.
For many companies, trade shows are an important part of their marketing and sales strategy. But, with trade shows comes a saturation of competition. To stand out, your trade show experience should take a page from your experiential strategy. When potential customers or clients can taste, touch, and feel your brand, they will remember it. Customizing the experience to the attendee is critical. Next, ensure the experience is consistent with your other brand marketing, across all channels. And like other experiential activations, allow trade show guests to create and share event content to expand your reach. Read on to discover these tips and more to make your trade show experience an impactful one.
Social media continues to be somewhat of an enigma for many marketers and brands. As soon as you feel like you have a handle on what works for your audience, things change. From new platforms to changing algorithms, social media continues to be a challenge in several ways. One of these ways is the use of hashtags. While proper hashtag use can be one of the best marketing techniques out there, many brands are either using them ineffectively or in the wrong way. Here is a list of 5 mistakes that you might be making related to hashtag use in your social media strategy, along with tips to turn things around.
At the beginning of the article, the author makes one of the most succinct arguments for experiential marketing that we’ve heard in a while. She says, “In a world of digital abundance, nonstop social chatter, and advertisements on every surface, a unique, face-to-face branded experience stands out among the noise.” There is no doubt that our world, especially the digital one, is noisy. At no other time in history have we had access to this immense amount of information. Experiential allows brands to quiet things down. It opens the door to a focused, uninterrupted conversation with a customer. Here are the reasons why event marketing will remain in favor with brands now and moving forward, and why that is so important.
[Tweet “Experiential opens the door to a focused, uninterrupted conversation with a customer.”]
Guerrilla marketing is one of the most best marketing techniques in experiential, and has been around for decades. Many event marketing campaigns wow consumers with high tech engagement, unique experiences, and impressive footprints. Guerrilla, on the other hand, is also seeing experiential success – just with less. Wikipedia defines guerrilla marketing as “an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.” Guerrilla marketing checks off key event marketing goals. It gets consumer attention in a personal and memorable way, but instead of relying on budget, it relies on creativity. Read here to learn more about this high-impact, low-budget event marketing strategy.
Since 1999, EventPro Strategies has led the event staffing industry, providing the right people for every marketing campaign. From VIP events to guerrilla marketing, put the best marketing techniques in practice for hundreds of clients every year. Click the button below to contact us with questions or for a quote. We want to help make your next marketing event a smashing success!