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  • BLOG
  • 17, SEPTEMBER 2020

The Verdict is In: Socially Distanced Events Work (Elevate Connect)

Key Takeaways

  • While many have feared for the health of the experiential marketing industry in the wake of COVID, many brands have pioneered new paths. This often takes the form of socially distanced events, which have proven to be a viable way forward.
  • Building an event that resonates with consumers is much like building a physical structure – it requires a careful architectural approach.
  • Working from home often means more work, less home. However, there are ways to avoid losing your personal time and maintaining balance.

  

What Can We Learn from the First Socially Distanced Events?

Drive in theater - socially distanced events

The reemergence of experiential activations, although limited, paints an optimistic picture of an industry that is ready – and able – to get back to work.  But when accommodating for new (and necessary) health and safety measures, these events look different. Social distancing is a must, but it is also a challenge during the planning process. It requires quite a bit of coordination, with poor execution carrying serious consequences.

Yet, living in unprecedented times often means trial and error. Luckily, we can all learn from one another and share best practices that will kick-start the industry – an idea that is dear to all of our hearts. Check out Campaign Live’s recent post, which features industry leaders and gives their take on socially distanced events and other post-Covid tactics.

 

How to Build (or Rebuild) Your Brand’s Experience Architecture

Reimagining through socially distanced events

The event industry has been hit hard over the past few months, but in the face of adversity, inspiration and determination have taken hold. A coalition of agencies and production companies came together to offer help, while others quickly pivoted to digital events to engage consumers and provide a sense of normalcy. The lull has also caused the industry to take time to reassess how the return of events will look.

In many cases, this means going back to basics. The best, most effective events are ones that elicit an emotional response. Emotion builds memories and drives action amongst consumers. The best way to do create an emotional response, as Opus Agency points out in a recent post, is to approach events from an architecture perspective, taking a holistic look at how the event connects with consumers. Check out the full post here.

 

Tourism Brands Join Forces to Get People Traveling Again

Traveling during the pandemic Since the start of the pandemic, the travel industry has been hurting. In fact, CNBC reported that “the sudden halt in global travel due to the pandemic would result in more than 100 million job losses this year” with an estimated “$2.7 trillion decline in travel and tourism GDP in 2020.” Ouch. And even as many people begin to forge ahead in a post-pandemic world that includes heightened safety precautions, many people are still apprehensive about travel. Travel brands recognize the need to ensure travelers feel safe again.

To encourage people to start thinking about their next trip, the US Travel Association, which is composed of over 70 travel brands, launched the “Let’s Go There” campaign. Instead of opting to go it alone in terms of marketing, participating brands are joining forces to pursue a mutual benefit – to revive the industry.

 

3 Strategies to Help You Create a Meaningful Work-Life Balance in the Midst of Covid-19 Chaos

Working from home and balance

For those of us who are counting, September marks the 7th month of many companies making the move to work from home. While many people have settled into a new routine that feels close to normal, many others are challenged. Working from home can often blur the lines between your career and your personal life, resulting in a lack of work-life balance.

In pursuit of prioritizing mental health and even productivity, it’s important to ensure that balance is maintained. A recent article in Entrepreneur provides 3 strategies to foster your work-life balance that are easy to implement, even in this year that seems to shatter chaos records at every turn.

 

Has your brand or agency executed socially distanced events? Do you have key learnings you’d like to share? Get in touch with us – we’d love to talk shop!

Author: Nick Riggall

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