While it has been an uncertain time for many industries, what businesses across every sector have in common this year is an intensified need to maintain relevancy in their marketplace. The traditional mold has been broken, consumer habits and expectations have changed, and everyone is searching for something new, more valuable, and more connected than ever. Today’s consumer landscape is far more competitive than ever before.
Experiential marketing was once rooted in live events, drawing upon the high success rate affiliated with physical, in-person association and connection. Continued digital advancements have made the application of elevated marketing strategies more accessible to the masses. The use of immersive technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are transforming every facet of an organization’s brand identity and consumer outreach.
If you were not quite ready before, be prepared to invest in new strategies as the lines between physical and digital communication will only continue to blur into the future. In its infancy, the metaverse already represents a reported $1 trillion market, announced earlier this year by JP Morgan. When re-examining your marketing efforts, seek out creative ways to foster two-way communication and then capitalize upon these experiential tactics when possible.
Offline Enhancements
Using temporary art installations or mobile booths and pop-up experiences allow for mobility and customization across different venues. The flexibility of these transformational experiences is limitless. They can be scaled up or down to meet budgetary needs while creating very distinct and memorable brand interactions.
- Deploy a pop up experience or immersive photo booth and set the stage for consumers to share with one another online. This can be done at events, in retail locations or on storefronts.
- Collaborate with local agencies and artists to design interactive art installations, engage a crowd at a community centre or on the street in the entertainment district.
- Replace 2D stage and screen setups at conventions and in ballrooms with interactive digital LED installations and add excitement to returning audiences.
Online Enhancements
From interactive video media to VEM marketing, the expansive digital network is full of avenues to explore and design new ways to connect. Creativity and resourcefulness are key to integrating experiential marketing tactics into your online strategy.
- Offer unique shopping experiences through AR, allowing potential buyers to digitally place furniture in their home or try on clothing.
- Create immersive teaser tours in VR to showcase a resort or museum enticing people to book a trip or visit an attraction.
- Gamification opportunities, challenges and scavenger hunts can be customized with VR and AR segments and used to elaborate engaging storyboards.
When it comes to experiential marketing, some trends will simply never go out of style, like the absolute necessity for human connection through live events. Digital technologies will only further our abilities to augment and expand upon these experiences, delivering intriguing, memorable, and most importantly, valuable interactions with brands and with one another. Always aim to blend offline and online interactions and adopt a human-centric approach to redefining your strategies.
