With so many similar products and services available today in such a competitive market, how can you make your company stand out from the crowd? One way of doing this is by engaging with your brand and brand experience through experiential approaches and by forming emotional connections.
The ‘experiential’ concept is simple. Experiential marketing (also known as engagement marketing) is marketing that you can touch, feel, or interact with. It breaks down the barriers of traditional advertising and helps to make your target audience a part of the marketing story.
An experiential event follows the same idea. It’s about breaking down barriers between organisers and attendees, and making attendees active contributors to your event – not just passive viewers. Experiential events work by creating a closer bond and a stronger emotional connection between your event, company and attendees.
By immersing attendees in your event and giving them an engaging and memorable experience, your event is more likely to stir up genuine positive emotions. They are then much more likely to link these positive emotions with your brand today – and in the future.
Here are a 3 ways to turn your event into an ‘experiential’ event:
- Launch a product
Instead of asking your guests to look or sample your new product, or present them with its new features on stage, invite them to touch, try, interact and ‘experience’ the product in innovative and exciting ways. For example, you can showcase the features of a newly launched car by inviting guests to take part in a road trip on a scenic route in your region, helping them to experience different activities along the way. Read our success story here
Sophie De La Traz, MCI Group, emphasised the importance of building a bond with your brand through experiential approaches and emotional connections and said: “Instead of your guests just looking at your new product, they need to live it.”
- Plan a crisis
Rather than presenting data to a room full of medical attendees, for example, why not plunge them into an experiential crisis, in which they have to use data strategically to plan a health crisis response? This can allow them to test out skills that they need in real life settings, and shows them how they would react, and communicate, in a real life emergency. Read our success story here
- Set the scene
If you’re hosting a tech festival, for example, think about immersing attendees in a real festival atmosphere by organising an overnight camp for them in the event location. This can help to bring your brand up close and personal with your attendees, break the ice and enable them to have a more authentic experience. Read our success story here