Top Takeaways on the Future of Experiential Marketing
A DIGEST OF NEWSWORTHY ARTICLES & OPINIONS
There’s a plethora of information swirling around regarding the future of the experiential industry; and while the future is anything but certain, this period has given us time to reflect, regroup and plan for this new normal.
While no one has a crystal ball, there are many opinions of what lies ahead for all of us in the experiential world. So we’ve collected some of the most recent updates here, and distilled our top takeaways for you – enjoy and be inspired!
Digiday – As live events disappear, experiential agencies are fighting to survive
The Takeaway: Although experiential agencies have been hit hard, a direct-to-consumer approach is proving to yield results. “Innovate or die.” Tap your maverick clients (those willing to take a risk) to attempt a DTC approach, and bring consumers immersive experiences with the same impact of face-to-face events, reduced budgets aside.
Campaign UK – How technology will shape brand experiences of the future
The Takeaway: Pivot is the word and tech is the future, but not the sole answer to the live experience problem. Don’t expect virtual events at scale to materialize quickly (we’re looking at at least a year out), as consumers will expect to be immersed in an ecosystem of responsive platforms and digital experiences that aligns with their needs and values.
The Drum – There is no 'business as usual' following Covid-19
The Takeaway: “Normal” will return, but the fabric of our culture and daily interactions has substantially changed. Digital transformations within organizations and brands are a must and should start with employees and consumers in mind to ensure success.
BizCommunity – Redefining the events industry in the time of Covid-19 and beyond
The Takeaway: Now is the time for creativity and communication when it comes to delivering your curated brand experience. Authentic messaging goes a long way; speak to your audience as if you were speaking to a friend, and engage them with storytelling. Seize the opportunity presented by COVID-19 to redefine what a “brand experience” is and engage with your audience.
Medium – Intentional Curation Is A Must for Experiential Marketing to Thrive
The Takeaway: 2021 is the general consensus for when large-scale events might take place again. We must seize this window to create ‘intentionally curated’ experiences that are ‘personal, meaningful, and transformative’.
Campaign US – What is the post-pandemic future of experiential?
The Takeaway: There’s no sugarcoating the dire situation we find ourselves in as a community, however, ‘upheaval breeds innovation’. The future will be safety-focused and touchless technology will be more prevalent than ever before.
Everything Experiential – Are brands ready to sponsor virtual events?
The Takeaway: Alternative solutions to the ‘touch and feel factor’ of experiential must be found, and more importantly, endorsed and adopted by the brand. The unknown? ROI generated by these virtual events in a time of oversaturation of digital content.
Marketing Resource Directory – Experiential and COVID-19 – Looking Ahead
The Takeaway: This is not the first, or the last, blow to the experiential industry – we will come out the other side as champions. When it’s time to go live again, think about going back to basics (with safety in mind), such as one-on-one demos, street teams, etc., to create memorable experiences and foster brand awareness.
Adweek – Will Event Marketers Be Prepared for the World That Awaits Them Post-Pandemic?
The Takeaway: Again we find 2021 as the predicted timeline for reinstatement of large scale, global events, but many are hopeful that the latter half of this year will hold promise. Now is the time to maintain client relationships.
Continue to innovate and stay light on your toes. The future is bright friends, keep smiling!
– The O Hello Media Team