It is no surprise that people want engaging content and they miss in-person experiences. People want human interactions. Recently, experiential marketing and in-person events have slowly started to be part of our lives (Major, 2021). Experiential Marketing is a channel of marketing that involves any face-to-face or offline effort to raise brand awareness, create and nurture business opportunities and develop long-term customer loyalty.
In a research by PQ Media, a renowned company that delivers intelligent data and analysis, experiential marketing is projected to rebound in 2021 with 6.1% growth worldwide (Major, 2021). Looking at the statistics, we can safely say that experiential marketing is a powerful tool. That being said, it is also vital to utilize it in the events industry.
Now that you've understood what experiential marketing is, let's make sure you know how to apply it to your event! Below, we've listed 5 tips to help guide individuals in the events industry who want to join the experiential marketing bandwagon.
Tip #1: Engage all 5 senses
To produce immersive and unforgettable experiences, it is important to engage all 5 senses. To achieve this try doing some of the following actions: a.) Use appealing visuals in presentation slides or pictures b.) speak in a tone that engages the audience c.) prepare some memorabilia for them to take home from the event etc.
Engaging all 5 human senses during events is critical as it entices and attracts the audiences’ attention, making the experience and event significantly more memorable.
Tip #2: Be authentic and make it personal
Personalize and authenticate events by engaging human emotions and interacting with audiences. For instance, Q&As and interactive polls during events are ways to interact with the audience, creating a unique experience for them that will be remembered and shared.
Tip #3: Keep an eye on the entire Customer Experience Journey
Many times, marketers forget about the whole customer experience in the customer journey and focus only on grabbing the audiences’ attention. It is important to note that if your customer is satisfied with the whole experience they are more likely to become loyal to your brand.
At Deal Room, we ensure our customers are having their needs and expectations met at every step of the customer journey. It is their trust and positive ROI that motivates us in our day-to-day efforts.
Tip #4: Leverage on Technology to Augment an Experience
New technologies like augmented reality and virtual reality can connect with customers in an engaging manner to captivate them throughout your event. As technology advances, these may become more accessible thus, you can take leverage from technology to increase the audiences’ experiences.
Tip #5: Nurture relationships
Building relationships can boost long-term customer loyalty. For instance, personalized emails and invites sent out to customers as a token of appreciation for their trusts. These could be in the form of exclusive incentives and discounts.
It is critical, especially for a B2B company to build relationships with customers as business deals are mostly made based on the connection.
To sum it up, we can state that experiential marketing should be considered as part of your marketing strategy especially if you are in the events industry - we are in the industry to delight our audiences. The need to constantly generate memorable experiences can sometimes be stressful. At Deal Room, we aim to take away the stress from our clients and lift their audiences’ spirits. Start creating a real connection with your audiences and make a difference today!
Council, F. A. (2020, May 15). Council post: How will experiential marketing evolve? 13 experts share their views. Forbes. Retrieved October 21, 2021, from https://www.forbes.com/sites/forbesagencycouncil/2020/05/15/how-will-experiential-marketing-evolve-13-experts-share-their-views/?sh=34ed656ca562.
Major, L. (2021, January 8). The Future of Experiential Marketing: 11 promising statistics you need to know. ATN Event Staffing. Retrieved October 21, 2021, from https://atneventstaffing.com/future-experiential-marketing-promising-statistics/#.X_2P48VsjuY.linkedin.
ProMotion. (2021). What's the future of experiential marketing? Pro Motion, Inc. Retrieved October 21, 2021, from https://promotion1.com/whats-the-future-of-experiential-marketing/.
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