By Lisa Major
In the next few weeks, plenty of articles will be published about emerging experiential marketing trends for 2019. And when we think about trends, we usually think about the latest tech gadgets or design trends. However, there are a few trends that have evolved with experiential over time. They are the components that make experiential so impactful and so powerful. In this edition of Happy Hour, we’ll take a look at those evolving trends and discuss the importance of evolving with them. We also look at a recent study that suggests experiential marketing isn’t just for younger generations, tips for SXSW-“ifying” your events, and the benefits of event partnerships.
“Progressive brands are benefiting from these evolving trends, and the future belongs to the companies that experiment with them most.” ~Julia Manoukian
As experiential marketing continues to grow, it’s important to consider how the strategy got to where it is today. What has caused the industry to evolve? Better yet, how can brands remain competitive in the evolving space? As this article states, “it comes down to understanding and acting on trends in consumer behavior, technology, and the right engagement at the right time.” When we dig into why experiential works, we have a better understanding of how to create experiences that rise above the noise. Here are four evolving trends that brands should embrace to get the maximum return on their investment.
“Brands should consider adopting experiential marketing and retail concepts to better engage with older consumers.” ~GlobalData Consumer
According to this survey by Global Data Consumer, 57% of the silent generation, those born between 1923 and 1945, said that when given a choice between trying new experiences or trying new products, they prefer experiences. And Baby Boomers agreed. With all of the statistics to back up the power of experiential marketing, brands should use those strategies to better engage with both of these lucrative generations. See how other generations responded; the results may surprise you.
“Would you rate your event presence as top-tier, highly creative, and done exceptionally well? If not, how can you up the game at your most important events? Or, stated another way, how can you “SXSW-ify” your event?” ~Jerry Buckley
In March, all eyes will be on South by Southwest (SXSW), the hottest interactive festival around. Brands and agencies from around the globe will be vying to connect with the trendy festival goers. For some brands, SXSW may be out of reach, or maybe it’s just not right for your brand. But that doesn’t mean your approach to planning your experiential marketing campaign can’t be SXSW-worthy. Here, EMC Outdoors outlines how any brand can “SXSW-ify” their strategy and take campaigns from so-so to show-stopping.
“Live events offer a prime environment to showcase your products and services. But without authenticity, your activations can fall flat.” ~Krystle M. Davis
Brands are constantly looking for new ways to form deeper connections with consumers. Live event partnerships are one of the many ways to do that. While we have seen these types of sponsorships at festivals like Coachella and SXSW, brands are now turning to smaller, more intimate events like corporate parties and private events to engage with consumers. No matter the size of the event, there are three key things that brands should consider to get the most out of an event partnership.
Each week, we gather for Happy Hour to discuss the latest news in the experiential and event industry. Join us again next week, and be sure to subscribe to our monthly blog to get the latest news delivered to you once a month!
As we approach 2019, it’s time to start planning for the new year. If you are in need of an experienced and trusted event staffing partner who will provide you with top-notch event staffing and services, ATN is here for you.