Experiential marketing is one of the most effective tools available to a brand. With statistics like ‘14% of consumers trust advertising’, whereas ‘90% of consumers trust peer recommendations’, media that physically encourages conversation, will, and should, be favoured.
The power of one-to-one interaction with your target audience should never be underestimated, and more than ever we need to ensure that we don’t see experiential events as a silo. They need to be fully integrated into the marketing mix and embrace every channel available to maximise communication during the event period and extend the conversation long after the event ends.
As with every element of marketing, new technology and changing customer expectations have an ongoing impact on how we execute our campaigns. Here’s the top trends we feel will be shaping the brand experience industry in 2013:
1). Where’s the spontaneity gone?
One trend we’ll see more of is enriched experiences that play on chance encounters and connections. Not everything we do needs to be planned and a spontaneous experience is always the best. Events that allow for people to have richer experiences via impromptu moments, will see for better recall.
Example: The CokeZero007 campaign was a fantastic example of this in action (if the rumours of it being fake are untrue!) Check out the video here.
2). Let’s go SoLoMo
Social Local Mobile will play an even bigger role in driving event conversation and content, helping to turn individual points in time into an ongoing dialogue. Embracing two way communication channels to amplify event presence and context is a no brainer for 2013. Events need to integrate the social media tools around them to build experiences that in turn build relationships. By using sharing, playing, networking, buying and localization tools, events can become the nucleus of any brand campaign.
Example: The Carling Black Label Cup held in South Africa took this idea to the max allowing fans, via mobile, to ‘Be the Coach’. The campaign grew Carling’s Facebook page by 450% and Twitter by 600%. Watch the video here.
3). A picture speaks a thousand words
Visual interaction will be key for 2013. As the image takes over from the word (Pinterest, Instagram) we have seen large scale visual content controlled by everyday consumers become socially famous. Event engagement will be driven more by image-based communication and interaction, than by the power of copy.
Example: Shoe brand Aldo perfectly combined image-based social media site Instagram with experiential activity when it launched a unique event in Israel encouraging users to photograph their feet and share using the hashtag #Aldo. Over 500 photos were uploaded with snappers receiving a brand new pair of shoes to walk away with. View the video here.
4). Give your event a voice
Social media will become more event-specific with activations having their own social voice. We’re already working on this with our clients for 2013. This in turn allows the event audience to drive content direction and essentially become the event directors. We’ve already seen this happening and it’s going to become even bigger.
5). Get with the programme
As the country comes out of recession, it can only drive confidence in brand spend. We have been approached recently by sectors looking to activate in experiential that have never played in this space before as they realise the impact one-to-one engagement can have on their brand.
Example: This is a great example from SNCF, The French National Railway, who invited the folks of Lyon to take a look at Brussels via a very clever experiential stunt. A great example from a sector you wouldn’t usually associate with experiential activations.
Neil Hooper, Creative Director
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Experiential marketing is one of the most effective tools available to a brand. With statistics like ‘14% of consumers trust advertising’, whereas ‘90% of consumers trust peer recommendations’, media that physically encourages conversation, will, and should, be favoured. The power of one-to-one interaction with your target audience should never be underestimated, and more than ever […]
- Claire StokesManaging Director
- Neil HooperCreative Director
- Kath NorrisHead of Talent
- Andy MacDonaldProduction Manager
A regular speaker on Experiential in the UK and overseas, she is a Business Leader of the Marketing Society and sits on the steering committee for the Institute of Promotional Marketing’s Experiential Marketing Certificate, acting as a lecturer and course contributor. Claire has consistently featured in EVENT Magazine’s list of the UK’s 100 most influential people in the Event Industry.
Neil’s primary role at Circle is to oversee all of the creative and digital output of the agency; collaborating with strategy, account and creative teams to deliver integrated solutions that strategically align to client objectives.
Kath has successfully profiled and matched 1000’s of staff to our client’s campaigns- ensuring that each individual is carefully selected to deliver against the campaign brief. She demands more than a standard promotional performance from her team- she expects nothing less than the very best; insightful, educational and informative dialogue that ultimately drives conversation.
Andy’s role at Circle is to oversee the production and logistics of our campaigns, to ensure they are delivered to the highest standards every time. His experience in working across technology to FMCG products, is second to none and no project is too small or too big to not get Andy’s attention.
Andy has refined the processes at Circle to seamlessly blend them into our agency ways of working, delivering an efficient and streamlined service to our clients.