While experiential marketing is not limited to any one industry, some have certain advantages. For example, beauty and CPG align well with event marketing because they are highly-visual and the products are easy for consumers to sample. This gives consumers an opportunity to interact with and try the product first hand, allowing for an impactful brand experience. Yet, these industries are not the only ones that are set up for success.
NVE Experience agency calls out 3 other sectors that are prime for experiential marketing success. The three are luxury, automotive and technology, each with its own set of advantages. For example, luxury brands can highlight their heritage and quality, while automotive can give consumers an opportunity to experience their products in a new and engaging light. Check out the full breakdown here.
There is no question about the benefits event marketing gives to a brand. But just because a brand produces an event, it doesn’t mean the activation will be successful. Even the simplest forms of event marketing require brainstorming sessions, measurable goals, creative input, and production work. And the bigger the event, more is needed to ensure a high ROI. But, as most brands have seen, the effort is worth it. Experiential provides the rare opportunity for companies to directly interact with consumers, boosting ROI.
Another inherent benefit of experiential is a brand’s ability to demonstrate authenticity. The data show that this level of transparency resonates with Millennials and the generations surrounding them. Biz Bash recently published an article that provides 9 tips for creating an authentic event. The article advises companies to focus less on branding and instead on the experience itself.
Pop-up Stores are the Rage for Small and Global Brands Alike
We’ve previously discussed how more brands are delving into the world of pop-ups, which has resulted in a $10 billion dollar pop-up industry. The big picture benefits are clear, but there are still several brands that are apprehensive about investing in a pop-up. And this can be for a good reason, as the investment in establishing a location, creative, buildout, and more do not guarantee a successful return.
But while apprehension is expected, the benefits can still outweigh the cost for many reasons. Forbes recently published an article that explains why a pop-up is a great marketing element for many companies. The article discusses how pop-ups provide additional brand awareness and even benefit from the decline of department stores. Read the full article here.
With brands large and small allotting more of their marketing budgets to experiential, it’s important to be mindful that not all campaigns translate from company to company. Just because a festival activation for LG was successful, it doesn’t guarantee that another electronic company would find the same success. This is especially true as brand activation becomes increasingly popular, as consumers are more aware that they are being marketed to. Experiential marketers need to create targeted events that add value to attendees if they want to find success.
The key to creating a targeted and valuable event, according to The Drum, is through data. As they put it, “Data capture will provide brands and agencies with a detailed breakdown of that consumer and in turn provide you with detailed feedback and results.” Additionally, the use of social media can help garner more attention and amplify the impact of the experience.
In 1970, a group of comic, movie and science fiction fans banded together to create a convention in southern California. That year, the original Comic Con welcomed only 300 attendees. In 2017, Comic Con sold out for the tenth year in a row with more than 130,000 people in attendance. Last month the event celebrated its 48th year and, to no surprise, it was just as big of a draw as previous years. And while super heroes and their film franchises are still top of mind for attendees, we have seen a rise in popular events taking place outside the convention doors.
This upward trend is being noticed by Hollywood marketing executives and, in turn, more are investing in an “outside” brand activation. The reason? An event that takes place on the periphery of Comic Con increases reach by including those who are not able to get their hands on Comic-Con badges. And because most activations are free of charge (aside from time spent standing in line to gain entrance), these brands are successful engaging ticketed and non-ticketed fans and increasing impact.
Building marketing campaigns around consumers’ fear of missing out has been in practice for quite some time. Using our natural sense that others are having better experiences, marketers feed social anxiety and draw consumers toward the brand message. Yet, the shortened acronym “FOMO” became a popular term in 2000 when marketing strategist, Dan Herman, wrote about this “social ailment.” Since then, FOMO has become a widely-discussed and used tool for marketers as a way to draw in Millennial and Generation Z consumers. This rise in use of FOMO is in response to social media’s ability to spread information, and consumers’ ability to share experiences in real time.
The combination of FOMO and social media sharing paved the way for the success of pop-ups. People can’t get enough of experiences like The Egg House, where they can sit in life-sized egg cartons and share photos on Instagram. This type of word-of-mouth advertising is so powerful that this CNBC article states that, for brands, “having a photo on social media is sometimes more valuable than buying an actual item.”
AdWeek’s Top TV-Themed Activations at Comic-Con 2018
Fandoms have existed for quite some time, but in recent years, we have seen fandoms shape how we watch television. The rise in fandom numbers has also caused television networks to change the way they are marketing to viewers. Case in point, the increase of brand activations at Comic-Con. Not only has Comic-Con as an event grown tremendously, as we mentioned above, there has also been an increase in surrounding events that allow non-badge holding fans an opportunity to engage with their favorite television shows.
Because Comic Con attracts so many people to one central location, television activations are exceptionally creative and interactive. The productions are elaborate, and most seek to transport their fans to different worlds. Checkout the 10 most popular activations from Adweek’s coverage of the weekend here.
LG Comes To the Rescue at Bonnaroo with Free Laundry Services
If you’ve ever attended a music festival, you know that it’s difficult to get through the day without feeling like you desperately need a shower. Large crowds, hot weather, dirt and dust surround you, and that’s saying little when it comes to festivals in which attendees are camping. At an event like Bonnaroo in Tennessee, which boasts over 75,00 attendees, about 90% of those in the crowd are living in tents. This year saw record Fahrenheit temperatures in the 100s, so one can assume that “fresh and clean” was a difficult feeling to come by. Seeing this as an opportunity, LG created the genius on-site LaundROO Lounge and Vintage Clothing Swap.
This activation not only provided free laundry service, it fell in line with Bonnaroo’s commitment to sustainability by reducing water waste. While LG did use this opportunity to showcase their new home appliances, the activation was focused on improving the festival experience for consumers. Check out the full details of the brand activation here.