04.04.22
By Lisa Major
Last month, the world-renowned South by Southwest (SXSW) made an epic return to an in-person format for the first time since 2019. The much-anticipated Austin festival returned with an electric atmosphere as attendees flocked to the festival, local businesses thrived, and brands returned with sponsorships and activations. In this Happy Hour round-up, our lead article features some of the most talked-about brand activations at SXSW. We also look at valuegraphics and the role they play in event marketing and why experiential marketing is so effective.
South by Southwest (SXSW) is one of the hottest festivals around, celebrating technology, film, and music. It also has earned a name for itself in the experiential marketing industry as a hotbed for brand activations. In 2020, it was the first major festival to cancel due to coronavirus concerns, signaling that the live events industry was heading towards a complete shutdown. After a digital-only event in 2021, SXSW returned to its pre-pandemic glory by making its first live debut since 2019. Brands took full advantage of this opportunity by delivering must-see activations and experiences. Read on to see Event Marketer’s round-up of the top brand events from SXSW 2022.
One of the key considerations in event marketing is identifying a target audience. Typically brands and marketers identify their ideal customers based on demographics such as age, gender, location, and income. They also look at psychographics, which demonstrates how people behave, their interests, likes, and dislikes, and so forth. But it shouldn’t end there. It’s also important to understand and consider valuegraphics. Valugraphics include why people make certain decisions, their values, and what is important to them. This article explains why valuegraphics are essential in event marketing.
Time and again, experiential marketing has proven to be one of the most effective marketing strategies around. It allows brands to connect with target consumers in a unique way through immersive and interactive experiences. People who participate in these experiences take away much more than the brand’s message. They walk away with a memory and an emotional connection. That connection leads to them sharing their experience on social media or with friends, making a purchase, or possibly even becoming loyal to the brand. The beauty of experiential is that it continues to make an impact long after the first impression, and that’s what makes it so darn effective. Here, Bizzabo breaks down what experiential marketing is, why it’s effective, and gives examples of spectacular campaigns.
If you’re looking for an event staffing partner for your live marketing event, ATN has you covered. We’ve worked with some of the hottest brands around to provide brand ambassadors and event staff to facilitate activations and experiences in cities nationwide. Contact one of our event staffing gurus to learn more about our services and how we can help you succeed.
