By Lisa Major
We often get caught up in discussing all of the great benefits of experiential and event marketing for B2C brands. But as we’ve seen over the past few years, B2B brands are investing more and more in live marketing events. In this week’s Happy Hour, we discuss why marketing events are an effective solution for B2B brands. We’ll also take a look at a few questions to ask yourself to make sure your experiential marketing campaign is on the path to success. Lastly, we take a close look at Gen X – their behavior, their preferences, and why brands should stop ignoring this generation.
“Live events are an excellent platform for not only getting your values across but also for conveying your company narrative.” ~Event MB
Live marketing events like conferences and trade shows are great investments for B2B companies. They offer companies a highly impactful way to connect with potential customers and the results are pretty astounding. According to this article, “nearly half of all brands realize a 300%-500% ROI with live events.” With numbers like that, it’s easy to see that live events are a lucrative opportunity. But with the expenses that go into executing a live event, from exhibit fees to booth design to staffing and logistics, it’s important for companies to do all that they can to get the most bang for their buck. Read on to see the benefits of investing in live events and how to make the most out of your investment.
“Once you identify your brand’s true purpose, and where it intersects with your consumer’s day, knowing how to convey that purpose through an impactful activation will quickly follow.” ~Ted Nelson
While experiential marketing has become a go-to strategy for many brands and organizations, there are still many businesses that have yet to test the waters. But, as many companies can attest to, executing a successful experiential marketing campaign is no easy task. And there is no one-size-fits-all approach to experiential marketing. Each company must forge its own path to stand out in a unique and innovative way, one that’s relevant to your brand’s purpose and one that speaks to your target consumers. Whether you’re an experiential marketer looking for a little inspiration or a company that has yet to experiment with experiential, here are a few questions to ask yourself to make sure you on target.
“Though smaller in size than its Millennial successors, Gen X is in a better position to be the biggest spenders in the next decade or so.” ~Rob Patterson
In experiential marketing, there is so much hype surrounding Gen Z and Millennials – how to reach them, how to make them happy, and how to keep them loyal. But as we discussed in this article, experiential marketing works for all generations. Gen X, in particular, is often left out of the marketing mix. They are a smaller generation that fits in between two large generations. They are the “middle child.” And just as middle children often feel left out and not quite sure where they fit in, Gen X feels excluded by brands. It’s not because they are delusional, it’s because the majority of brands don’t know what to do with Gen X or how to reach them. This infographic dissects Gen X to help marketers get a better grasp on how to connect with the latchkey kids.
Cheers to a long holiday weekend filled with college football games and good times! Join us again next week for Happy Hour!