Over the past decade, experiential marketing campaigns have continued to evolve, both in the ways we engage consumers as well as in how we measure success. Brand experiences are no longer even bound to the confines of the physical. Virtual reality (VR) allows companies to transport attendees to the place, time, or environment of their choosing. VR, augmented reality, and projection mapping are just a few technologies that have taken many marketing experiences from ordinary to extraordinary. This week, the Elevate White Board opens with an article that showcases how VR can supercharge an experiential campaign. Another article discusses creating a multi-sensory experience, while another shows how to increase brand awareness with live events.
Virtual reality is not a new concept – in fact, elements of VR started to appear as early as the 1860s. Yet, recent advancements have transformed the idea of what is possible in this realm. And over the past few years, VR technology has become cheaper and more accessible.
As experiential marketing has gained in popularity, VR has been an avenue for several brands to stand out and create extraordinary events. VR can provide many benefits, as outlined by here by Limelight. From heightened engagement levels to encouraging word-of-mouth sharing, VR might be what your events need to gain a wow-factor.
When we discuss the impact that experiential marketing campaigns have on consumers, it, naturally, surrounds the experience. A 360-degree, face-to-face, tangible experience that occurs in real time. It is this immersive, real-life quality of a brand activation that evokes a strong response from consumers. It is something that traditional “2-D” advertising simply can’t do.
That is why it is surprising that most brand experiences are created considering only sight and sound. The article points out that “What’s surprising is that only 28% of marketers in North America (and just 13% in Western Europe) are harnessing the power of all five senses to engage audiences.” Crafting a multi-sensory brand experience can add tremendous impact to an experiential campaign. Here are tips on how marketers can use all the senses to create even more memorable events.
Part of designing an immersive brand experience is embracing the ways that attendees will interact with its elements. There are pieces you can control, such as consumer engagement technology or platforms. But there are other elements that happen organically. One, as pointed out here by Sparks, is the use of devices, or “second screens”.
In many ways, as event marketers, we depend on attendees to use their devices to further our amplification goals. After all, as reported by Event Track 2016, when it comes to event content, ”nearly all consumers (98%) create or capture some type of content at events and experiences – and all consumers that create content, then share it.”
Many brands develop their amplification strategy around these statistics. But Sparks asks us to take it a step further, and dive deeper into exactly how, and with what device, people are engaging. By asking these questions during ideation, companies optimize their events to drive better results.
For a brand to achieve the status “proprietary eponym,” or a generic trademark, is to set the standard of branding. This happens when a brand name, “due to its popularity or significance, has become the generic name for, or synonymous with, a general class of product or service.” Think Jell-O, not gelatin, or Q-Tip, not cotton swab. When companies set this standard, there is built-in brand awareness and sales drivers that increase revenue.
As many brands know, it’s not easy to achieve this status. But, Penguins suggests that the key is to create a better brand experience.
By creating an experience that allows consumers to engage and share, brands can build awareness and amplify their message. As Penguins puts it, “not only is a brand amplified through attendees’ social media channels, an event or an experience provides a host of content that can be propagated long after the event has finished.”
Every year, tech and digital media experts flock to Los Angeles to be a part of Digital Entertainment World’s expo for global media and technology. The event attracts the industry’s top players, but it gives “content creators, marketers, and technology firms a chance to share what’s new—and what’s next—in a series of panels and discussions.
This year’s events featured leaders from some of the biggest brands in the world. They discussed how technology has, and always will, play a part in reaching consumers.
Biz Bash, shared this discussion, which surrounded how specific engagement technologies, particularly social media, live streaming, VR and AR, were used to make an impact on attendees. From incorporating influencers to driving action through social and digital content, here are 5 tips to help brands use tech to reach consumers.
With Coachella selling 250,000 tickets in 2017 alone, its clear that music festivals continue to be prime consumer destinations. Beyond the outdoor, multi-stage festival model, venues of all kinds successfully host music events to the joy of enthusiastic attendees.
But the market is competitive. Many festival and other music event organizers are looking for ways to expand and become the next big thing. And brands are searching for creative ways to engage with their target audience. And while some tie a brand activation to something that is existing, others like Sonos are eager to produce their own must-see music experiences.
In this article, Eventbrite provides suggestions and simple steps that can benefit marketing and music planners alike. Covering topics such as pre-planning, add-ons like charging stations, as well as attendee planning participation, the article highlights items that can make a real impact.
We talk quite a bit about upcoming technologies related to brand activation. But, many of these conversations surround specific platforms, such as VR, consumer data collection, and others. One advancement that is vaguer, but significantly more powerful, is artificial intelligence (AI). The advancements in AI have, and continue to, change the way we do everything. And, for companies, it’s important to keep up, as there are significant opportunities surrounding it’s application.
According to this article in AdWeek, “most brand experiences will be delivered through AI by 2025.” The author presents AI as a powerful tool to combat the lack of singularity and saturation of messages brought by the internet. He contends that, for marketers, “AI brings order to this chaos. It creates brand consistency wherever digital volatility once maddened marketers.” Here are key points about why AI can help brands communicate better with their audiences.
Branded events are powerful ways to connect with a company’s audience and, based on the data, a lot of brands are taking notice. This article points out that, according to the US Bureau of Labor Statistics, the event industry will grow by 44% from 2010 to 2020, with most of this growth being branded events. Because of this, its imperative for brands to develop a plan to create experiences that connect with their consumers.
But, as many of us know, and event does not succeed simply because it’s held in a face-to-face environment. The author of this Entrepreneur article says it well. The first step is understanding what “real, emotional connections you can build between your customers and your brand.” Develop the “why” behind executing an event. Once you’re there, the article offers 3 key things to hone in on during development. These steps will help your company create a memorable experience that consumers will take with them.