One of the most enduring experiential events is the New Year Ball Drop in New York in the United States. No other place does it like they do. It’s a big part of New York’s vibrant and cosmopolitan brand, and an event that prominent retail stores latch on to.
Experiential events can work for your brand as much as it did for New York. You don’t need to do a ball drop to make a statement. You just simply give your consumers experiences that are unforgettable and worthy of talking about. Not only do you gain trust among your consumers, but also make them your brand ambassadors.
Types of Experiential Events
There are two kinds of experiential events. The first type involves activities for single consumers or consumers in small groups.
Some examples of this are the interactive promotions for major movies, television shows, and events like games. One of the ways athlete Manny Pacquiao promoted his video game was have fans wear VR headsets so they can duke it out in the video game’s ring. Another one is the Conjuring 2 nun prank that went viral online because of the unexpected fun that came out of it.
Then there are activities that involve large groups of people.
These experiential events are more effective because they give people a memorable collective experience no other brand could. This isn’t limited to concerts or marathons, but also simple ones, like interactive exhibits that narrate the relevance of industries like agriculture and mining to people’s everyday life. By letting a collective experience that, then they are made aware about the practical significance of your rice brand or metals processing company in their lives.
Where the challenge lies
The challenge lies in creating new and fresh experiences that are aligned with your brand. There are certain experiential brand events that don’t lose their shine, such as sporting events for athletic brands. But the same type of event may not work for brands in other categories and fail to resonate with its audiences. That’s why not all brands are successful in holding fun runs. Brands should ensure that the experiential events they hold align with their messaging and have impact on their audiences.
Another challenge for brands in holding experiential events is the level of logistics and security involved since you’re dealing with the public, and not just the media, as you normally would during a launch. It’s also a lot pricier. But these pale in comparison with the immense returns you’ll be getting, both for brand reputation, sales or advocacy support.
We can help you do it!
Enlisting the help of a marketing and events management company is the only way to make your experiential event work.
Sho, an event management company in Singapore, is an expert in creating experiential events. As a branding agency, they know what works for a brand and what can help take it closer or make it more influential to its markets. Browse this website to know more about them.