Hybrid and virtual events have been on the rise since 2019, largely because of their ability to reach a broader audience and capture their attention on different platforms. However, what is truly capturing the attention of attendees in 2024 is the growing popularity of experiential events.
Any event can be experiential, from meetings to conferences, exhibits or trade shows. What makes an event experiential is the intention of companies like yours to engage the audience in meaningful ways.
What Are Experiential Events
Also called live marketing, engagement marketing or even just “experiences,” experiential events are immersive occasions created by brands to give attendees memorable, sometimes multi-sensory encounters. Designed to create emotional connections between your brand and your customers, experiential events offer opportunities for interacting directly with companies through special events that build bonds, boost event ROI and help marketers achieve their goals.
Unlike conventional advertising and promotions, experiential events can rise above the noise at a typical event. These unique and clever events let brands stand out from their competition. MarketSplast reports that 89% of marketers find experiential events to be a revolutionary engagement tool, facilitating connections to brands.
Benefits of Experiential Events
Experiential events bring a range of advantages that make them a standout choice for business.
Increased Engagement – attendees actively participate in experiential events rather than passively observing; they interact with elements that allow them to touch, feel and otherwise experience the brand.
Greater Brand Awareness – immersive experiences leave a lasting impression on the audience, imprinting on a brand in ways that they are not likely to soon forget.
Positive Associations – experiential events are driven by emotional connections; when attendees have fun with new and different experiences, it creates positive emotional associations that often result in increased loyalty.
Data Collection – your brand can issue surveys on attendee satisfaction and participation to track participant behavior during and after the event; reporting tools can be used for pulling registration details and the effectiveness of specific campaigns carried out at the event.
Building Community – shared experiences encourage a sense of community and belonging amongst attendees; this may be conducted online or in person with interested event participants.
Examples of Experiential Events
There are dozens of examples of experiential events that resonate with attendees. Here are just a few to consider for your company.
- Brand Activations
- Community Events
- Product Launches
- Collaborations
- Workshops
Conclusion
Events are a powerful marketing tool because of their emphasis on experiences – whether immersive, pop-up or something else entirely. Any time of the year, anywhere in the world, brands like yours can reach new and existing customers with unique and exciting events that create new and lasting memories that keep audiences coming back for more. Contact us today to see how we can help!
