The introduction of new event technology has made brand activations increasingly immersive and impactful. Not only do these innovations allow for deeper engagement, they give brands a method to gather consumer data in a seamless way. As a result, finding the right tech for each brand event is critical in reaching goals and ensuring the best-quality attendee experience.
One innovation that continues to impact the tech space are wearables. From the Apple watch to the now defunct Google Glass, tech companies continue to embrace new ways in which we carry and interact with our devices. As wearables become more accessible, brand marketers have begun to incorporate them into events. According to this Insight article, wearables can be an important element related to things like wayfinding, making purchases onsite, and more.
In a world full of choice overload, sometimes simpler is better. In fact, 61% of consumers are more likely to recommend a brand based on a simpler experience. And while simplicity is an approach that any brand or industry can take, the tech industry is one that should take note. As a result of the inherent complexity of many tech products, a simpler approach to their presentation could help prospective and existing customers interact with the brand in a more meaningful way.
What this means is that tech brands need to be able to communicate with their customers in simple, human terms. Using language like a 100 terabyte RAM coupled with a DDR4 R2d2 memory is bound to confuse most people that are looking for a laptop. Tech brands can look at Apple’s success related to their pedestrian, consumer-first in-store experience. Not only can people get hands-on with the products, both sales and “Apple Geniuses” are equipped with the knowledge and communication skills to give the experience a personal, human touch. And it is these interactions that build brand fans and inspire trust.
These days, many entrepreneurs are launching digitally-offered products and services. And for good reason. By opting out of a physical space, new brands can avoid significant costs like rent, operational expenses and the stress of being locked in to a long-term lease. But staying 100% online can inhibit a brand’s ability to build meaningful relationships with customers. It’s for this reason and others that eCommerce brands of all sizes and industries are making the move toward incorporating a brick and mortar element.
Also known as the “click-to-bricks” expansion, this movement is not simple for brands to execute. Brick and mortar is saturated, and lack-luster store experiences have precipitated store closures and failing concepts. Ecommerce brands need to create a brand experience that goes above and beyond to engage consumers in order to be successful.
Every city has the once-popular mall that is now unrecognisable. Whether it has been abandoned or has been transformed into corporate space, for some, these retail failures are symptomatic of the larger “failure” of brick and mortar. But the truth is, neither malls or storefronts are dead. While many of these establishments don’t look the way they used to, in-person shopping is still very much alive and well. And much of this is due to many brands’ focus on incorporating a brand experience and giving shoppers a reason to visit the store.
Still, some retail sectors are faring worse than others. More than 1,000 department stores will close between May 2018 to 2023. Despite this bleak outlook, one department store is looking to the success of other retail brands to revamp the way they interact with consumers. Macy’s is proving to be a stronghold in malls across the United States. The brand has achieved profitability by closing underperforming stores and pivoting existing stores toward an experiential approach.
From budget and vendor allocation to footprint production and design, delivering a successful brand activation carries a multitude of considerations. And while elaborate brand activations can be successful in creating high-impact engagements, more activation elements lead to a more complex execution. Which can mean that, as difficult as it can be to set up the footprint, breaking down the event can be an arduous task.
Most production managers have a tried and true system for how to break down a footprint, whether it be large or small. But for those who are new to the process, or are looking for best practices to improve their own, Biz Bash published tips on how best to approach breakdown. Check out their pro tips here.
“If you love what you do, you’ll never work a day in your life.” Most people aspire to have a career that not only earns them a living, but also makes them happy. And when you consider that the average American spends 90,000 hours of their lifetime working, that approach is critical in leading a happy and fulfilled life. The good news is that, regardless of what you do, there are ways to create a little more happiness in your daily work life.
Entrepreneur recently shared an article on daily habits that increase on-the-job happiness. These include practicing gratitude, utilizing your strengths, meditating, being kind, and building strong relationships. They may seem simple, but in times of stress or exhaustion, it’s easy to lose sight of elements that keep you happy regardless of where you are.
Baby boomers, Gen X (aka middle child generation), and Millennials. For years, marketers have been tracking the purchasing patterns of each of these generations. Some have proposed that each groups’ general approach to spending is influenced by the state of the world at the time of their upbringing. For example, baby boomers generally had access to wealth during the time they came to age, and so have traditionally been more willing to spend. This has proven to be in contrast with millennials, who experienced an economic dip when they were younger and are now spending less on products and more on experiences.
The next generation that is coming into their own related to purchasing power is Generation Z. And while many are still a bit too young to have a significant impact on the economy, marketers are focusing on the future. As with previous generations, Gen Z is being shaped by the current state of the world. And in 2016, researchers have seen Gen Z shift their priorities, which should lead to changes in the way marketers appeal to them.