This is How to Build a Viral Brand Event (The White Board)

Key Takeaways:

  • Designing a viral event is not as easy as it sounds, but there are tactics you can use to improve your chances.
  • The eSports industry is growing rapidly and enjoys a large and enthusiastic fan base. For those brands wishing to tap into this audience, strategic thinking will be key.
  • As more consumers embrace a “no attachment” lifestyle, brands need to shift the way they interact with them to resonate and remain accessible.

 

5 Ways to Build a Viral Event

For many event marketers, a brand activation that has gone “viral,” meaning the popularity grows widely and quickly via social media shares, is a sign of immense success. But in reality, achieving this status is much easier said than done, especially in our fast-paced digital world. To go viral, an experience has to be impactful; not only to encourage those who were actually there to share content, but so attention grabbing that followers who were not in attendance are equally inspired to do so.

There are many ways for a brand to approach the challenge of achieving this highly-lofty goal. But, the first step should be in understanding how attendees want to engage with your content and designing a way for them to do so. Is sharing rooted entirely in interaction with the experience, or will it involve a digital component before and after the event (or both)? By taking into consideration the natural flow of event and attendee interaction, the event is better positioned to take off on social media.

 

EventTech 2018 Recap

Every year, Event Marketer hosts one of the industry’s largest and most comprehensive event technology conferences. The three-day event features speakers from leading brands and agencies as they explore trends in technology and the impact on the event industry. This year the event explored how technology can not only engage consumers but collect back-end campaign data.

Because much of the discussion veered from a consumer engagement focus and toward data collection, conversations were a bit different this year. Many conversations touched on the ability tech gives us versus our ability to harness its best use. For example, technology gives brands the power to collect live data at any event, but many companies are still left with the question of how to use it. Check out Cramer agency’s recap of the event for more.

 

eSports Pioneer Mike Sepso on Breaking into the Industry

While eSports has seen tremendous growth in recent years, in many ways it has yet to enter the mainstream. This makes now an ideal time for brands to position themselves among fans of this growing industry. To be successful and show authenticity, companies should begin their due diligence now in learning the way the industry functions and how its fans communicate. As with any niche, if a brand tries to align itself coming from the outside-in, it will be obvious to highly-attuned members of the community.

In a recent interview with Event Marketer, co-founder of Major League Gaming, Mike Sepso, provides tips for brands who want to connect with the industry. As mentioned above, one key point is knowing nuances of the industry inside and out. Sepso also encourages companies to look to the similarities between eSports and traditional sports. By approaching this new genre in terms that brands already understand, companies are better able to identify the best place to start in the eSports realm.

 

Pop-up shops are a powerful tool for brands for many reasons. Other than engaging customers, these temporary locations allow brands to test the response to a brick and mortar store without the commitment of a long-term lease. This translates to lower costs, more hype, and increased sales. In fact, pop-ups have become so popular among brands that we have seen several new pop-ups on a monthly basis.

Yet, the increase in popularity of pop-ups does not come without unintended consequences and potential negative effects. So how do brands reap pop-up benefits without getting lost in an oversaturated category? One possible solution is to create a pop-up in partnership with another company. The benefits of a pop-up collaboration can be many and, for those that make strategic sense, a win-win investment.

 

The Changing Nature of Ownership: How Brands are Catering for “Generation Rent”

For decades, achieving the “American Dream” has been rooted in working hard and saving enough to buy one’s dream home. Yet, the times are changing. In fact, at this point in time more U.S households rent as opposed to own their home than at any other point since 1965. And that attitude seems to have permeated into other areas of life. According to Marketing Week, “better known as ‘non-attachment,’ today’s society unknowingly lives by the ancient Sanskrit term: Aparigraha.”

While part of the reason for this is due to attitudes and preferences, some is not. Many consumers are holding off on making large purchase commitments for financial reasons. This has resulted in a shift in the ways brands cater products and services to this generation of renters. But this doesn’t mean brands are jumping to change their business models; instead they are making everyday items more accessible.

 

Campaign Experiences Stories that Made the Year

As we know, looking to the future allows brands to stay ahead of trends and understand which to adopt for their specific audience. But it is equally important to reflect back on the past year to see which brands succeeded in creating an experience that resonated with consumers. These key takeaways help us determine what to invest in and what to leave behind in 2018.

Many global events, such as the Winter Olympics and the World Cup, stood out in 2018 as playing host to outstanding brand activations. Both of the aforementioned included stand-out brand activations that were incorporated seamlessly into each event. But other brands showed us that you don’t have to be inside of the gates to have a big impact on attendees. Check out Campaign Magazine’s picks for some of the best experiences of the year here.

 

You Can Stop Procrastinating Starting Right Now

We all know that there is no time like the present. The trouble is we don’t always act on it. Procrastination is a bad habit that most of us indulge in on occasion. The challenge of overcoming procrastination is not any easier in the modern world, with more distractions vying for our attention than ever before.

So how do we break the pattern of habitually putting things off? By taking simple steps to rewire the way we think, we can work through the urge to procrastinate before we give in to temptation. Entrepreneur recently published an article that provides 6 tips that can help, including establishing a routine or tacking tasks earlier in the day. To read all 6 tips and see how they can help, check out the full article here.

 

5 Brand Mandates to Keep in Mind in 2019

With a new year comes transition. During the planning process, marketers have to balance key learnings from past wins and failures to craft a successful future. Through this balance, marketers can better navigate the big picture challenges of the coming year. 2018 in particular saw a wave of global change, all which can affect consumer purchasing decisions.

It’s safe to say that many of the changes that came in 2018 will impact how marketers’ approach 2019 campaigns. From prioritizing the building of trust to thinking long-term, here are 5 ideas to consider when planning for the coming year.

Author: Kelly Springs-Kelley

Kelly Springs-Kelley is the Marketing Director at Elevate Staffing. When she's not creating content or pondering the future of in-person consumer engagement, Kelly can be found hiking the mountains of Arizona with her 2 kids and 3 dogs.

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