For the past several decades, more and more brands have integrated events into their marketing strategy. Event marketing provides brands with tremendous exposure and creates long-term relationships with consumers. But, as many of us know, events are more than relationship-builders. Events can generate actionable results that affect your bottom line. This week, the EPS Water Cooler features an article on 3 actionable ways that events can influence your marketing strategy. One article asks if you are marketing to consumer demographics or interests, while another defines experiential success in the modern world.
Traditionally, many people both in and outside of the event marketing industry see events as brand awareness drivers. In part, this was due to a lack of concrete data collection at events. Before event technology, showing event ROI was at times murky and undefined. While marketers saw the impact events made on consumers, they didn’t have the numbers. But even with data, marketers still understand that events do indeed excel in the awareness department. But, now they also know that events can be so much more. This article outlines 3 actionable outcomes related to marketing events that drive very real results.
With the rise of event marketing, there are many forms of experiential that are exciting marketers and consumers all over the world. One marketing strategy that is creating buzz is the use of pop-up shops. Brands everywhere, from restaurants to online retailers, have begun embracing temporary physical locations. Pop-up shops can help brands reach marketing and revenue goals by providing access to high-traffic, targeted locations. Or, they can let companies to take advantage of high-season without a year-long commitment. Many of these pop-ups use existing brick-and-mortar spaces. But many are using exhibition trailers to create their own unique spaces. Here is a rundown on the benefits of using a branded exhibition trailer to get your pop-up noticed.
Before executing any marketing initiative, brands establish a target audience. This is generally broken down by gender, age (see the recent marketing obsession with Millennials and Gen Z), and location. In other words, marketers segment their audience based on demographics. And while demographics might help you understand your buyers, they are certainly not the end all. Per the article, there’s a danger in stopping at the who, rather than exploring why. “Defining your audience by physical characteristics means that you’re telling everyone outside of those traits that they shouldn’t be interested in what you have to offer.” Speaking to interests, rather than characteristics, could open your company to new revenue streams.
Much of the marketing buzz for the past few years has surrounded how brands can effectively market to Millennials. By now, this generation has several years in the workforce under their belt, and with each passing year their purchasing power grows. Yet, many brands have begun to look even further, or more accurately, younger. The fight to endear one’s brand to consumers starts early. This means that marketing to Gen Z, the generation following the Millennial one, has begun in earnest. Gen Z, which “represents the most diverse and multicultural group of any generation in the United States” has experienced life in a way that no generation has before it. Understanding their preferences and their view of the world is critical in being relevant. Here, the “Ultimate Marketing Guide to Gen Z”, provides you with a road map.[Tweet “The fight to endear one’s brand to consumers starts early. Marketing to Gen Z has begun.”]
Experiential marketing is growing quickly. Many people see it as a direct response to the hyper-digitization of modern society. In a time when a screen often separates us from people, products, and places, a tangible interaction is powerful. This article explores the concept of linking value, and why it makes experiential a successful marketing strategy. The article defines linking value as “the idea that goods and services create social bonds with other people.” It goes on to say that, “in short, goods and services will be more valued, purchased more and more deeply embedded in society and culture if they are capable of forming meaningful social bonds.” Experiential helps create and maintain these bonds and gives brands a competitive advantage.
Every industry has its premier event, and in event marketing, it is the Experiential Marketing Summit. Each year, leaders from top brands and agencies share valuable key learnings to eager marketers. This year, Twitter Head of Global Events, Helen Stoddard, delivered a keynote focused on the importance of tying storytelling to the brand experience. She offers three key steps in building a successful experience. “Make it unique to the company by showcasing the brand’s personality, amplify it, and implement a call to action through meaningful engagements that sell the product.” Read on to learn how she has led Twitter in putting an emphasis on meaningful and active event engagement.
Time and time again, experiential marketing has shown that it outpaces almost all other marketing mediums in effectiveness. The article summarizes why this type of marketing is so important. “What brands need is for audiences to not only see and hear their messages but also to recall them, connect with them on an emotional level, even tell their friends about them, and ultimately to buy something.” To achieve this challenging goal, brands have found face-to-face engagement to be the most efficient avenue. Here are key reasons why in-person brand experiences are the best way to cut through the clutter and keep audiences engaged.
Are you interested in adding experiential to your marketing strategy? Consider street team marketing for a high-impact campaign. Download our free street team marketing guide below for key insights and campaign examples.