In a digital age, experiential marketing has become more important than ever. People want in real life, hands-on experiences. Experiential marketing creates long-lasting connections with consumers, after all, we are emotional beings.
Brands need to create credible and valuable experiences to ensure that the audience connects and want to share their experience.
Eventbrite conducted a research paper that tells us the following:
- 82% of millennials attended or participated in a variety of live experiences in the past year, from parties, concerts, festivals, performing arts, races and themed sports.
- 72% would prefer to spend more money on experiences than material things.
- FOMO (Fear Of Missing Out) drives Millenials experiential appetite. Nearly 7 in 10 (69%) of Millenials experience FOMO. Millenials what to show up, share, engage and broadcast on social media experiences they have been at.
- 8 in 10 (77%) millennials say some of their best memories are from an event or live experience they attended or participated in.
These numbers are incredible and show why as we approach Q4 and budgets for next years are being set. As marketers should consider an increasing experiential investment to give your consumers an in real-life experience to your brand in this digital age.
However, as we approach 2020 and the experiential sector continues to soar with no sight of stopping, you need to be working with an agency, like us, who will continue to innovate to make your brand stand out in this increasingly crowded space.
Here are some trends that we see influencing events in a big way in 2020.
It’s a hot topic of conversation and for all the right reasons. Brands have become more conscious of the impact their business is having the environment and are all looking for ways to become more sustainable and eco-friendly and the changes they have made are now dripping down into the fabric of their events.
Patagonia opened a pop-up cafe in London, supporting environmental activism and donated all the money raised from coffee sales to local UK environmental charities. The cafe gave people the chance to learn how to make a difference, sign petitions, get involved in some activities that educate and galvanise support for tackling climate change.
“1 in 4 brand marketers rated personalised experiences as the top tactic leveraged for audience engagement at events/experiential activations.”
With wearable market skyrocketing and with roughly a quarter of US adults (56.7 million) using a wearable device, we think that the use of wearable technologies at events with increase dramatically in 2020. These wearables will allow for brands to collect data such as social sharing, location and how the audiences are engaging with the content at the event through biometric tracking (heart + breathing rate) which will be able to give them some solid data into their audiences and what ticks their buttons.
There have been some great examples of brands in 2019 of multi-sensory experiences. One of our favourites was from Hendrick’s Gin and their sensory tunnel inside King’s Cross station. The tunnel had been beautifully decorated with rose and cucumber scented posters. Not only was this one of the first-ever immersive tunnel wraps in London, but it was also the longest in the UK. Engaging all the senses emerges and transports your audience fully into the brand.
What experiential marketing trends do you think will influence events in 2020?
What experiential marketing trends do you think will influencing events in 2020?