By Lisa Major
ATN recently celebrated 17 years of helping marketing agencies and brands breathe life into experiential marketing campaigns. In the almost two decades that we’ve been around, we have seen the brand ambassador position morph and evolve into a more complex role. And while we still have plenty of requests for standard brand ambassadors, there has been a significant rise in requests for product experts, actors, entertainers, and other specialized staff. In this week’s Happy Hour round-up, we’ll take a look at how the brand ambassador role has evolved and adjusted to keep up with the new era of experiential marketing. We’ll also share tips on how brands can tap into the ever-popular esports scene, and why companies can use experiential marketing to boost consumer affinity.
As experiential marketing continues to evolve and grow, the brand ambassador role has also changed significantly. With more immersive and technical activations that require more than just a smiling face, brands have raised the bar when it comes to those representing their products and services. From conveying key messaging to demonstrating the key benefits of products to entertaining a crowd, the role now encompasses a wide range of talent. Read on to learn more about the redefined role and how brands are using specialty brand ambassadors to represent them.
Companies have used customer loyalty programs for years to try and retain customers, but they haven’t always been very effective. As this article points out, there are often two big mistakes that companies make when offering loyalty programs. One being that programs only benefit the biggest spenders. The second is only offering monetary or product-based incentives. Loyalty programs also present challenges for companies in that they can be arduous to build and maintain. As loyalty programs continue to fizzle, companies are seeking out new and innovative tactics like experiential marketing to create and retain loyal customers. In this article, the author explains why experiential works so well and why more companies should consider this effective strategy to build consumer affinity.
The ever-growing popularity of esports has brand marketers scrambling to get into the space. In fact, according to this article, there were 76 esports sponsorship deals from non-endemic brands just in the first quarter of 2019. But one thing is certain, esports activations are very different than any other type of sports activation. And before brands dive in, it’s important that they understand what esports is, who participates, the demographics of the fan base, and so forth (and your kid going on and on about Fortnite does not count as knowledge). Here, Event Marketer brings us eight key takeaways from the Esports Business Summit that will give you the insider scoop on cashing in on the lucrative esports scene.
Thanks for joining us for the week’s roundup of the latest and greatest news in experiential and event marketing!
Be sure to subscribe to our monthly blog for even more insights, tips, and trends! Cheers!