The events industry is an ever-changing, fast-growing and rapidly-developing industry, full of twists, complete 180° turns and, as we all know, no two days are ever the same. With this in mind, certain industry trends naturally come and go, and it’s sometimes hard to keep track of what’s ‘fashionable’ in the events world. One such trend is the coveted experiential events of which we are seeing more and more.
But wait, what actually is an experiential event?
According to Ecoconsultancy (2018), an experiential event “creates a closer bond between the consumer and the brand by immersing them in a fun and memorable experience”. Basically, an experiential event bridges the gap between client and consumer, and enhances selling potential by creating a memorable experience that is actually going to last in people’s minds. The goal is to make people enjoy themselves and, in turn, reap the rewards this enjoyment brings your business or brand. There are two types of experiential events – B2B and B2C. In this blog, we’ll be focusing on B2C but, no fear – we’ll be covering B2B later on in our LIVE experiential events blog series!
Ok, but why choose an experiential event?
Well, experiential events are great for everyone. Humans, especially in this day and age, love to compete with each other. Now, as clever #eventprofs, we can tap into this integral part of our nature and harness it to our advantage. As an attendee, we want an engaging experience that is memorable and allows us to impress our family/friends/frenemies on Instagram and, in the long run, makes it more likely to encourage us to buy a product or experience that makes our lives easier in some way. Additionally, we are so busy in our day-to-day lives, that if we get the chance to attend an event which is just a little bit different and doesn’t necessarily feel like attending a work event, it will leave a longer-lasting impression on us than a boring event that is the same as every other event we attend on a regular basis.
One (slightly extreme) example that springs to mind is Redbull’s Stratos campaign which, as you all probably remember, saw skydiver Felix Baumgartner set a world record for the highest skydive… from 128,000 feet. Now, we’re not saying if you drink Redbull you’ll be able to do this too, but doesn’t it tie in perfectly with their tagline of ‘Redbull Gives You Wings’? Not only this, but people felt like they had been part of something truly amazing as they intently watched the whole event. This is a prime example of ingenious experiential marketing that will be remembered for years to come and probably saw their sales, ahem, skyrocket.
Of course, as our clients will attest, the benefits of experiential events are obvious – spending more time and effort putting a little more creativity into the way products are marketed and events are created undoubtedly result in a higher ROI – and this isn’t just limited to the attendees themselves. I have touched upon Instagram but this goes far beyond putting a photo on your personal account and that being the end of the story. The social media phenomenon has drastically changed the face of brand development and ‘spreading the word’. For this reason, even if your amazing experiential event only has 50 attendees, if each of those share their experience on social media platforms, your event is actually reaching 10 times (if not more) the number of actual attendees. It also makes your event more elusive, in turn, increasing demand and, to some extent, also enhances trust in your brand. If a potential customer is there experiencing your product and can see it and try it for themselves, they will hopefully be more encouraged to carry on using it.
One great example is IKEA’s event back in 2011 – in response to a Facebook petition to have a sleepover in IKEA, they decided to allow 100 lucky people to spend the night at their Essex store, complete with manicures and massages. This created huge social media coverage, showed IKEA in a charitable and good-natured light and most likely increased their bed sales!
The way I look at it is twofold – we as humans A) love to have fun, and B) love a freebie. Therefore, the combination of an amazing, unique and fun event, coupled with a fun freebie or something a bit different than the usual swag of water bottles, tote bags and USBs we all seem to hoard after an event, is a winning one and one that is more likely to engage new customers. Ever heard of the saying ‘Happy Customer, Happy Client’? Probably not but, if you’re in professional services like us, you’ll understand what we mean!
To prove our point, take a look at these statistics:
- 74% of attendees at an experiential event say they are left with a more positive view of a company and its products than before the event (Event Marketing Institute)
- 70% of attendees become regular customers after a great experiential event (EventTrack).
I don’t know about you, but these stats seem good to me, and really demonstrate the power of an experiential event. For this reason, we think this is one trend that isn’t going anywhere anytime soon.
Hopefully, this blog has given you a little more insight into experiential events and why they could benefit your brand. I will leave you now with a tiny bit of food for thought – psychologically, we are more likely to remember something that has a semantic connection rather than acoustic or visual connections. To break this down, if something has more understanding and meaning behind it, we are more likely to remember it than if we have just seen or heard it, such as on an advertisement on TV.
So, next time you sit down with your boss or your marketing team, bear in mind that sometimes we need to break down the ‘corporate barrier’ and give people something a little more meaningful and a lot more fun.
If you have any questions or just want to chat more about experiential events and how we could help you, please get in touch!