It’s no secret millennials crave experiences over material possessions. Chief Marketing Officers (CMOs) who want to reach this demographic will have go to beyond the traditional trade show or event to reach -- and wow -- this audience. We’re also exploring top challenges that will affect CMOs’ digital performance in the coming year, as well as top experiential marketing campaigns of 2018.
The Live Marketing roundup is a weekly roundup of the latest insights in live marketing, which includes face-to-face efforts such as experiential, event and other brand marketing.
Brand evangelist and writer Steve Olenski runs through a handful of ways brands can think outside the box to increase awareness and ultimately, sales.
Classes and workshops are designed to lead with education, and end with awareness (and if you’re lucky, down the road, sales!). As Olenski outlines, this kind of marketing strategy is most effective if the classes are free, if they avoid the hard-sell, and, most importantly, if they include an element of measurement to ensure they’re having the best impact.
Asking registrants to sign up via an electronic waiver is just one example of how marketers can capture data and optimize their efforts.
Unique adventures can create excitement, just as Red Bull does with Flutag, a day where attendees fly their own aircrafts, and Crashed Ice, a high-adrenaline annual sports event. Both events generate tons of social media attention, involving existing fans and generating exponential buzz.
Tastings and samplings have grown considerably popular in the food and beverage industries. Wine tastings, for example, have become a staple for those heading out to vineyards. If you’re in this industry without a sampling plan, you’re missing out on a massive opportunity to move product and better understand your consumer.
Site tours foster connections between brands and fans. Breweries, factories, warehouses, bakeries are ideal locations to allow people and tourists hands-on experiences with your products. Make sure to leave them amazed, so they’ll be more likely to recommend these experiences to their friends.
Marketing executives feel least prepared for artificial intelligence, augmented/virtual reality and voice search. That’s what recent research that surveyed over 500 marketing executives by SEO and content optimization company Conductor says.
Other top challenges affecting execs’ digital performance in the coming year are:
The experiential marketing craze is in full swing. With over half of global CMOs seeing brand experiences as a way to forge ongoing relationships with audiences, tons of brands are stepping up to the plate to execute in-person marketing campaigns. Here are some of our favourites, as outlined by Econsultancy writer Nikki Gilliland:
What: Annual interactive exhibition made up of 29 rooms individually designed by creatives.
LA Marc Jacobs Fragrances is bringing #MJDaisy to life at @Refinery29’s #29Rooms Los Angeles. Come experience the world of our most iconic fragrance through December 14th! pic.twitter.com/X5sWU9jL2t
— Marc Jacobs (@marcjacobs) December 9, 2017
Why it worked: With affordable tickets, an interactive exhibit and a launch that happened at the same time at New York Fashion Week, the event generated a ton of user generated content on social media for both the brands involved and Refinery29.
What: People could turn regular billboards into augmented reality arcade games, which M&M’s used to promote their new line of caramel candy.
We did it big yesterday for the #UnsquareCaramel M&M'S ARcade in Times Square! Check out the photo recap! pic.twitter.com/GggprebkZD
— M&M'S® Brand (@mmschocolate) May 12, 2017
Why it worked: A unique experience for tourists and people passing through Times Square, and the brand could access consumer data—a valuable asset for retargeting in the future.
What: GE put on an event for B2B audiences, where it showcased how its technology was helping different healthcare environments in rural Africa.
Why it worked: As Gilliland notes, “by adding context and storytelling, visitors were given much greater insight into the product — far more than just a standard presentation or trade show might deliver.” The event also managed to avoid feeling corporate, meaning potential clients were better able to connect with the educational and inspirational sentiment.