As the summer boom fades and the year begins to wrap up, many are looking ahead to see what is in store for experiential in 2020. Experiential marketing is only getting more popular. In fact, in this article by CEOWorld Magazine, the author points out that “Experiential marketing events are the only events that saw a rise in investments in 2018.” For those of us who live and breathe brand activation, we’re excited to see what’s to come in the new decade.
Custom elements and a deeper dive into the potential behind multi-sensory experiences are a given. Anything people can touch, smell, and feel only enhances recall and engagement. And if that’s not possible for your brand, the potential behind virtual and augmented reality is only beginning. But, according to the article, the newest buzzword you’ll be reading about next year will be “stayable experiences.” Instead of capturing your audience for a few moments, how about engaging with them for a few days? Read the full article here for details on these trends that are likely to flourish.
Due to often heavy regulation, healthcare marketing is complicated. Although technology has revolutionized the industry itself, its marketing has remained more or less “traditional.” Yet, we are no longer living in a world where a traditional strategy is as effective. The truth is, consumers have come to expect multiple touch points – digital, experiential, and social, to name a few. And healthcare marketing has not kept up.
A List Daily says that healthcare marketers have a chance to establish stronger relationships “through live, brand-sponsored experiences.” There is evidence that experiential advertising works in a healthcare context to benefit many parties involved. For example, learn how progressive company Merck Serono created an experience that simulated what it would be like to suffer from MS, subsequently driving people to action.
It’s clear that, as we move further into the 21st century, industry cannot survive without technology. And retail is no different. But just how technologically advanced does a retailer need to be to deliver a stand-out in-store experience? Designer Ruti Zisser is taking tech to a new level, deploying facial recognition as a way to boost sales and promote customer loyalty.
When retail shoppers walk through one of the brand’s nine flagship stores, a series of cameras scan their face and catalogue their shopping data including size, style, and product recommendations. That way, when the customer returns, store associates can have the perfect fitting room ready. What do you think? Is this hyper-personalization inviting or invasive?
Recently acquired by Disney, National Geographic created an immersive oceanic-inspired exhibit at D23 Expo. Their goal was to connect, inspire, and show Disney fans exactly who they are. As the brand’s VP of Consumer Marketing puts it, “we have this opportunity to unveil who we are to the Disney audience, and this superfan base, and we wanted to be as true to ourselves as possible.”
National Geographic used immersive technology to transport attendees into the deep blue sea and get up close with marine life like never before. In keeping with their commitment to sustainability, not only were several elements of the activation made from recycled plastic, but they challenged attendees with a choice – Plastic or Planet? Read more.
Reading up on how much food and plastic waste is polluting the Earth can make anyone uneasy. Although this is a global crisis, it starts with individual accountability. This is why countries around the world are acknowledging their own dirty habits and making changes.
But the public sector can’t solve the waste problem on its own. Both well-established and emerging brands alike are making efforts to combat waste – some literally turning trash into treasure. Among these are beer brewed from discarded bread and sustainable alternatives for everything from packing material to ketchup. Click here to see more creative alternatives that you are sure to see more of in your daily life.
The gig economy. Alternative office spaces. Over the past decade, the way that we define “work” has changed as we continue to question the 9-5 workday. In many cases, people are discovering that a traditional structure is inhibiting in a variety of ways. When this schedule was first established, it was ideal for physical labor. But now that it is 2019, it has shown to hinder productivity and drain time. Countless studies have been done to debunk the wisdom of the 8-hour work day.
The author of this article makes several valid points related to productivity in the workplace. One addresses time quality vs quantity, asserting that the key to maximizing time is to “protect your morning.” Specifically, deter decision fatigue and distraction by maximizing the first three hours of your day. Read more on the reasons why.
Delta Air and Buzzfeed recently partnered to give New York working professionals a break from their stuffy work environments with outdoor pop-up workspaces in Madison Square Park. These spaces aligned with Delta’s campaign that showed city dwellers how flying with the airline offers a relaxing break from busy city life.
Check out the convenient, stylish amenities that had office-goers swooning in their loafers.
Ikea disrupted the furniture industry with their innovate design, including flat-packing products. As an article in Retail Dive explains, “(Ikea) was not the first company to use the flat-pack furniture method, but it did perfect it and popularize it with consumers.” Ikea’s business boomed as their flat pack method became industry standard. But, in some cases, it became a benefit for competitors, as emerging DTC brands succeed using the same technique, giving Ikea a taste of its own disruptive medicine.
Retail Dive explains, “This method of packaging and shipping also allows the brand to speed up its delivery times, which in an industry continually influenced by shipping moves from giants like Amazon and Walmart, could be a key differentiator.” Not only have these emerging brands further perfected packing and shipping, they post short videos and gifs to help consumers with every step of the assembly process, something that Ikea has infamously failed at. High quality, easy shipping, and simple set up. What more could you need?