Why Event Marketing Leads to Customers, Not Just Sales (Elevate Connect)

Key Takeaways:

  • One-time sales are great, but a repeat customer is the gold standard. When it comes to building brand loyalty, experience-driven marketing is the fastest way to achieve a consistent consumer base.
  • Playing it “safe” when designing a marketing campaign might sound appealing but thinking beyond perceived boundaries could mean significant gains for a brand.
  • Viral success is always the objective, but rarely achievable. At this year’s Golden Globes, Fiji water proved that a quiet but charismatic girl with a little persistence could take the online world by storm and become a marketing sensation.


Making Customers Not Sales: The Three Whys of Event Marketing

The vast majority of companies are focused on capturing brand loyalty, but in today’s environment, loyalty for life is challenging to achieve. In fact, both the US and UK have reported more than 65% of consumers are willing to leave a brand after a single bad experience. The takeaway? Brands need to create an emotional bond that is strong enough to combat even a single misstep.

Using live brand events are a smart way to build lasting relationships with customers because, as this Event Marketer article puts it, ‘people don’t buy what you do; they buy why you do it.” Brand activation allows companies to put their core values, company mission – in other words, the “why” – front and center. They are an ideal way for the modern-day consumer to buy in to a brand and feel confident in aligning with a company for the short-and long-term.

Why You Need to Think Outside the Box

Without the human desire to innovate, progress would not be possible. Through innovation and thinking about what comes next, tech advancements have altered how we work, communicate, and live. But the benefits of “thinking outside the box” applies to more than societal advancements. They can be applied at any scale, from personal growth to economics.

For marketers, thinking outside the box is critical in creating novel campaigns that entice consumers toward taking a desired action. When you consider the ebb and flow related to how consumers make their buying decisions, marketing messaging needs to be compelling to keep up. Here Entrepreneur offers six reasons why leaving your comfort zone could reap significant rewards.

Fiji Marketing Boss on How the Golden Globes ‘Water Girl’ Accidentally Stole the Show

Even if you didn’t watch the 2019 Golden Globes, chances are you heard of (or saw) the Fiji water girl photobombing some of Hollywood’s biggest celebrities. The remarkable nature of the photos have made the Fiji girl in the blue dress the talk of awards season. And even if it’s in retrospect, it’s hard to ignore the marketing wisdom behind her presence. Not only has the stunt become a viral meme, it earned Fiji impressions that would have normally equated to $12 million in advertising spend.

Explaining the unexpected virality of the campaign in an interview with The Drum, Fiji’s VP of Marketing and E-commerce disclosed that Fiji has been a long-time brand partner for high profile events like the Globes. However, it was just recently that they decided to place a brand ambassador in the middle of the action on the red carpet. The virality of the strategy also served as a testament to the benefits of giving a brand a human element via a brand ambassador.


Did a Publisher Just Build the Future of Retail?

The retail industry as a whole has been a hot topic of debate for several years. And while the consensus of late is that the path to successful retail is through experiential, brands still need to navigate carefully. This becomes more evident when considering the number of ecommerce brands that are looking to move into the brick and mortar space.

Brands’ burden is twofold – they need to navigate both the experience and how they curate the products they sell in store. One prime example is a recent holiday pop-up from publisher Strategist. The pop-up store was their first, and instead of stuffing it full of everything they have, they took a minimalistic approach. Each product included a unique display with an in-depth description and recommendation, which stood out as a significant differentiator. Check out this article on how the brand demonstrated a new level of potential for the future of retail.


Beyond the Selfie, 5 Ways to Get ROI in Experiential Marketing

Experiential marketing is one of the only ways to truly bring a brand to life. It has shown to impact consumer behavior more than many other approaches, both now and in the future. And when it comes to the digital world, we have all learned that content is king. Separately, each of these strategies can help a brand be successful in building awareness and encouraging repeat purchase. But in an ideal world, these two components work in synergy, giving each a boost that helps campaigns reach new potential.

By using digital content and live brand events together, brands create a seamless wheel of touchpoints that support an authentic connection with consumers. While the brand activation serves as the foundation, this article asserts the importance of digital integration before, during, and post-event. These can include elements like exclusive invites and shareable components within the live activation.


Beyond Nostalgia: How Brands Can Leverage the Powers of ‘Fauxstalgia’ and ‘Newstalgia’

Nostalgia marketing has recently seen a resurgence in popularity, as brands seek to piggy-back on positive emotions surrounding “the good old days.” Our sentimentality carries feelings of trust and comfort, emotions which can be transferred to a company when used in a similar context. And adding to its appeal, the often-targeted millennials, who have experienced a somewhat volatile adulthood, have an extra affinity towards nostalgia.

Using nostalgia as a way to connect with consumers gives the brand “creative leeway” – specifically, brands who don’t necessarily have a long history yet can still evoke feelings from the past through “fauxstalgia” or “newstalgia,” as defined by this Entrepreneur article. While there are clear differences between these two options, both can help emerging or young brands speak beyond a single generations’ nostalgic tendencies.


Nine Experience Design Trends from CES 2019

The Consumer Electronics Show (also known as CES) holds its place in history as one of the first major tradeshows, usually taking place in early January. Attendees tend to be as engaged as conference organizers, with many using CES as a platform to announce upcoming product launches for the coming year. And 2019 was no different – in fact, many brands went all out to get attendee attention.

Among this year’s favorites, Google took the prize. Partnering with Sparks agency, they created a theme park-style ride to showcase Google Assistant. But they weren’t the only ones who proved that informative can also be fun and interactive. Sony allowed people to demo their product in pods so they could experience their products to the fullest.

Author: Nick Riggall


UK Brand Ambassador of the Month – Eve T.


CES 2019: What You Missed in the Best Brand Activations

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