By Lisa Major
Technology has played a pivotal role in the success of experiential marketing. And with the current shift to virtual events, it has certainly been a gamechanger. But, event marketers need to remember, especially during this time, that technology should be used to enhance brand experiences, not overtake them. In this week’s Happy Hour, we take a look at the technology that fuels virtual events as well as the technology that will shape the future of IRL events. We also discuss how brands can effectively engage with Gen Z, and we share tips on how event professionals can keep clients engaged. Lastly, we’ll look at one company that shifted their experiential marketing plans to serve those in need.
“People’s time and attention is stretched in ways it has never been before – they are not going to sit through a two-hour live stream of a presenter on a stage.” ~Damian Ferrar
Over the past few weeks, the term pivot has quickly become a buzzword in experiential marketing. As most of the world is in lockdown, agencies have quickly shifted their focus from IRL experiences to virtualization. However, as the author of this article state, “it’s more imperative than ever that we are not tempted to see technology alone as the answer to meet these changing needs.” Technology aids IRL experiences, and it should aid, not dominate, virtual events, too. Simply put, the focus still needs to be on delivering rich and engaging content. See how brands can effectively use technology, both now and in the future, to elevate brand experiences while staying on target with their messaging.
“Event pros are staying in touch through handwritten letters, shared resources, personalized gifts, and more.” ~Claire Hoffman, BizBash
Amid the COVID-19 pandemic, people around the globe are navigating this new existence of social distancing, working from home, and homeschooling. For most, this new, unfamiliar way of life comes with a range of emotions, including anxiety, fear, and even depression. With events on pause, event professionals are facing something they’ve never experienced before, and nothing could have prepared them for this eerily quiet time. So how can event profs navigate client relationships while remaining sensitive to the range of emotions that people are currently experiencing? Here, BizBash offers a few tips on how companies can tactfully connect with clients during this unprecedented time.
The first round of Gen Z is set to graduate college this year, and while Millennials played a major role in the experience-driven economy, Gen Z has its own set of rules. As these digital natives step foot into the world on their own, brands need to buckle their seatbelts and prepare for a “powerful shift” towards “extreme personalization.” Here, Event Marketer shares ten tips on how marketers can create highly customized brand experiences that will resonate with this up and coming demographic.
“Repurposing our food truck is the least we can do for our heroes on the front line and people who are now struggling in our communities.” ~Miyoko Schinner
Over the past few weeks, we’ve seen brands across the board shift gears to produce and supply hospitals with critical items. Other brands, like Miyokos Creamery, are stepping up to serve meals to healthcare workers and those in need. Read on to learn how Miyokos pivoted from a 24-city experiential marketing tour to serving local communities.
Each week, ATN’s Happy Hour brings you a roundup of the latest tips, trends, and news in experiential and event marketing. Join us again next week and be sure to subscribe to our monthly blog while you’re here!