By Lisa Major
Crafting a positive and engaging brand experience for attendees, one that gets them involved and participating, is one of the key drivers of a successful experiential campaign. When attendees have the chance to actively engage with a brand, they will feel instantly connected and messaging will stick with them. As a result, attendees leave with a sense of trust in your brand and are more apt to become loyal to you. In this week’s Happy Hour, we discuss the importance of attendee engagement and how to get it right. We’ll also take a look at cause-driven pop-up shops, how experiential marketing is humanizing the healthcare industry, and some of the top experiential campaigns of the year.
Today’s consumers crave experiences more than ever. In fact, “65% of millennials prefer to spend their money on experiences than on material goods.” Experiential marketing allows brands to capitalize on this experience-driven economy and connect with consumers on a personal level. But in order to see results, experiential marketers must first attract an audience and then keep them there. The most effective way to do this is through highly engaging, interactive and immersive event elements. Here, the Events Structure shares tips on how you can give your engagement strategy a boost and drive positive results for your brand.
Pop-up shops have become increasingly popular in experiential marketing due to the immersive and multi-sensory experiences that they offer consumers. Additionally, they give brands the opportunity to expand their reach and take their activations almost anywhere. We’re also seeing an increase in cause marketing campaigns. People care about the world, they want to make it a better place for their children and grandchildren and they will support the brands that share the same values. So, what happens when you combine the power of the pop-up with the desire to do good in the world? A beautiful partnership, that’s what. Take a look at these brilliant examples of cause-driven pop-up shops.
Just like many other industries, healthcare brands are increasingly turning to experiential marketing to expand their reach and engage with their target audience face-to-face. Those face-to-face interactions help to educate the public on complex topics while creating positive and meaningful impressions that are much needed (and appreciated) in an industry that is so personal. With that said, it’s easy to see why healthcare companies are jumping on board with this highly impactful strategy. Here we take a look at how experiential marketing is helping to humanize the healthcare industry.
Here we are, just a few short months away from a new year. As we start preparing budgets and exploring new ideas in experiential marketing, it’s time to look at some of the top campaigns of the year. It’s been a year that has been dominated by inclusion, personalization, and shareable moments. A year of experiences that facilitate conversations through personal moments. And a year that has seen a significant uptick in B2B events. We’ve seen some incredible campaigns this year, and there are sure to be more. For a little experiential inspiration, read on to see which campaigns made AdAge’s top ten list.
We hope you enjoyed this week’s Happy Hour! Join us again next week as we cover the latest and greatest in experiential marketing. Cheers!