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Word-of-mouth is one of the most valuable forms of marketing.  In general, people are more likely to trust what others have to say instead of what brands create.  But it’s not always easy to get people talking about your brand.  In this week’s Happy Hour, we’ll talk about how experiential marketing helps create user-generated buzz that can boost your word-of-mouth marketing efforts.  We also discuss tips to help event marketers make the transition from virtual events back to in-person.  Lastly, we feature an article that showcases four health screening services that will help streamline the event entry process.

Using Experiential Marketing to Create User-Generated Buzz 

“Experiential marketing can increase user-generated content, which can be included in the brands’ marketing channels and ultimately enhance authenticity and trust.” ~Madison Vettorino, Inspira 

User-Generated Content in Experiential Marketing

Lipton creates shareable moments for Super Bowl fans.

User-generated buzz is one of experiential marketing’s greatest assets.  When brands create shareable experiences for attendees, it not only helps to build awareness but also aids in building trust in the brand.  According to this article, “consumers are 2.4 times more likely to see user-generated content as authentic (compared to content that the brand itself produces).”  Experiential marketing offers more opportunity for this type of word-of-mouth content than any other marketing strategy.  From images and videos to hashtag campaigns, here’s how brands can use experiential marketing to create shareworthy content.

Tips for Transitioning Back to In-Person Events

“[The] “reverse pivot” concept may sound simple on the surface, but just like transitioning from IRL to virtual, you can’t simply lift and shift your strategy.” ~Kait Shea, Event Marketer

Photo: Ball Media Innovations

Pivot.  The word most event professionals would like to remove from their vocabulary for good.  In 2020, as the world shuttered, event marketers around the globe faced the biggest challenge of their career…pivoting from live events to virtual ones.  Fast forward to the present, and marketers are moving back to in-person events as people navigate the world amid Covid.  But just like the first pivot, moving back to in-person after a year of virtual comes with its own set of challenges.  In this article, Event Marketer shows what it takes to pull off a successful “reverse pivot.”

Streamlining the Event Entry Process in the Age of COVID

“It’s a very important time to leverage innovation and put the platforms in place to ensure that we come back better, stay open and give consumers confidence in having safer and easier experiences.”  Caryn Seidman-Becker, Clear as quoted. in TSNN

Photo: Clear

Now that live events are back in full force, the health and safety of attendees, event staff, and local communities remain a top priority for the live events industry. With that said, many venues, performers, and event organizers now require attendees and staff to show proof of COVID-19 vaccination or negative test results upon entry.  With these new protocols in place, there is a dire need for a streamlined verification process to authenticate records.  In this article, TSNN features four health screening services that automate the process and keep entry lines moving freely.

For almost two decades, ATN Event Staffing has been a trusted event staffing partner in the experiential marketing industry.  Throughout 2020 and 2021, we’ve evolved and adapted our staffing practices to meet the needs of our clients.  In addition to our everyday staffing services, we also offer health and safety ambassadors, fully vaccinated event staff and brand ambassadors, and hybrid event staff to assist you with your campaigns.

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