By Lisa Major
You know festival season is upon us when Coachella kicks off each year. With more than 100,000 attendees, Coachella is a hotbed for brand activations and experiential events. Brands from around the world seek to make their mark on this coveted crowd consisting of Millennial music buffs, social media influencers, and celebrities. In this edition of Happy Hour, we’ll take a look at which brands made a statement in Indio this year. We’ll also discuss what’s trending on the trade show floor and in experiential marketing. And lastly, we’ll look at a few key factors that brands should consider when planning an experiential marketing campaign.
The Coachella Valley Music and Arts Festival is celebrating its 20th anniversary this year with big-name headliners Ariana Grande, Tame Impala, and Cardi B. And as music fans flock to see their favorite artists perform, brands are capitalizing on this once-a-year opportunity to engage with this trend-setting crowd. From immersive design elements to shareworthy experiences, brands are laser-focused on making a memorable impression and connecting with attendees at the vibrant festival. Here, Event Marketer gives us an insider look at the buzz-worthy brand experiences from Coachella 2019.
Trade shows offer a tremendous opportunity for companies to have one-on-one interactions with their target audience. Those interactions allow exhibitors to generate solid sales leads, gain new customers and in the long run, increase sales. No matter what industry you’re in, there’s a trade show out there for you. But, on the flipside, those same trade shows are out there for your competitors, too. In order to execute a successful trade show, you have to stand out to draw attendees in. With an everchanging landscape, trade show marketers need to stay on top of the latest trends to be successful. Read on to hear from some of the top trade show experts on the latest design trends that are sure to boost your trade show results.
Hyper-local brand experiences are trending. Companies are realizing the value of tapping into local communities and developing genuine relationships with the people that live there. When you think about it, most people love at least one thing about their community. They identify not only with the qualities that define the community, but they also share a common bond with others within the community. When brands understand what’s important to a specific community, they can leverage that to create authentic and deep-rooted connections. Take a look at how brands can create successful hyper-local experiences by focusing on what’s important and relevant to local communities.
Experiential marketing has grown exponentially over the past decade. With more consumers seeking experiences over “stuff,” experiential marketing is one of the best ways to connect with consumers, face-to-face, and on their terms. Those face-to-face connections differentiate brands from their competitors and build trust and value in consumers’ eyes. However, with more and more brands turning to experiential marketing, marketers have to continually evaluate their approach to remain relevant. At the heart of experiential marketing lies the emotional connections that are made between brand and consumer. Without that, you just have another noisy, in-your-face ad. Don’t do experiential just to do experiential. As this article points out, the brands that win with experiential marketing are the ones that “offer a clear benefit” and/or “aim to inspire, challenge and evoke a sense of delight, astonishment or strong emotion.”
Thanks for joining us for Happy Hour! Join us again next week as we bring you the latest news, trends, and tips in experiential and event marketing.
As you plan your next experiential marketing or trade show event, you can count on ATN for your event staffing needs. We can provide you with an experienced team that will connect with your target audience and take your brand to the next level.