By Lisa Major
When consumers have a positive experience with a brand, they are more likely to make a purchase, become loyal, and let others know about their experience. In a strictly digital world, it’s hard to break down barriers and connect with consumers. But by offering a tangible and engaging offline experience, brands can reach consumers on a personal level. With the entire world yearning for interaction, engaging brand experiences are a must this year.
In this week’s Happy Hour, we discuss why brands should consider investing in experiential marketing in 2021. We also look at event safety considerations and how mobile marketing tactics can help brands ease back into live events.
“After a long period of compulsory online meetings through platforms such as Zoom and Microsoft Teams, following all kinds of online webinars and complete virtual events on various digital channels, everyone longs for physical meetings again.” ~BluePoint
Each day, the live events industry is making headway towards recovery. Pre-pandemic, experiential and event marketing was a go-to choice for companies of all sizes and for good reason. Today’s consumers demand authenticity and personalization and experiential marketing delivers. It holds the power to generate awareness and elevate connections between consumers and brands. In 2019, an Agency EA study reported that “87% of brand-side marketers said they invest in experiential to effectively connect with their target audience, a 30% increase from 2018.” With so much riding on the line, in-person experiences are more important than they’ve ever been before. Here, we take a look at why you should include this tried and true strategy into your marketing mix this year.
“Beneath the umbrella of experiential marketing resides Mobile Marketing, which is evolving into that missing link between Zoom fatigue and face-to-face customer engagement.” ~McVeigh Global Meetings and Events
Mobile marketing has been a go-to experiential marketing tactic for many years. Taking a brand on the road is one of the most efficient ways to engage consumers in multiple markets – both regionally and nationally. After a year of very few live experiential marketing activations, both B2C and B2B brands are looking for ways to safely engage with audiences in face-to-face settings, and mobile marketing strategies are the perfect solution. In this article, we look at how mobile marketing is helping to bridge the gap as we move closer to larger, in-person events.
“We want to help bring in-person events back safely – hence why we’ve been initiating conversations with experts, bringing ideas and recommendations to the events community, and exploring technology’s role in helping planners host safer events.” ~Event Farm
Security and general event safety has always been a priority for live event professionals, but due to COVID, there are many other factors to consider this year. Live event professionals worldwide understand that to get things back to some level of normalcy, in-person events not only have to be safe and sanitary, but attendees must also feel comfortable. Here, Event Farm recaps health and safety considerations from a recent discussion and explains how event organizers can implement them into their overall event safety plan.
ATN’s Happy Hour brings you the latest and greatest news from the experiential and event marketing industry. Be sure to subscribe to our blog to receive even more news delivered to your inbox once a month!