In the years leading up to the pandemic, experiential marketing was a pattern that was rapidly getting momentum.
Consumers were delighting in these distinct occasions and brand names were profiting of increased awareness and commitment. All of that pertained to a shrieking stop, nevertheless, when COVID-19 went into the image.
Since then, brand names have actually been getting innovative with their experiential marketing ventures. Thanks to technological advances, in-person experiences can be provided online. Now that online marketers understand how well these newly found abilities work, hybrid and virtual experiences aren’t most likely to go anywhere anytime quickly, even with the possibility of a go back to “regular” on the horizon.
Here’s what you can get out of experiential marketing in 2021 and beyond!
Using Advanced AR Technology Will Become a Must for Retailers
Augmented truth, or AR for brief, is a type of experiential marketing that makes it possible for customers to connect with product and services in a a lot more enjoyable and tailored method.
Brands were currently starting to include enhanced truth into their marketing techniques pre-pandemic, however lockdowns and social distancing steps sped this procedure up.
With AR innovation, brand names have the ability to reveal their consumers what makes their services or product fantastic rather of simply informing them. This allows brand names to much better get in touch with their consumers, offer them with remarkable experiences, and decrease expensive returns.
AR innovation likewise makes any issues about health and tidiness outdated since consumers can go shopping from the convenience of their own houses!
One brand that has experienced great success with its augmented reality marketing strategy is Sephora. Using facial recognition, Sephora has made it possible for consumers to try on makeup products virtually before they buy them in-store with their Virtual Artist App. This tries before you buy experience is also popular amongst furniture stores.
Home Depot, Lowe’s, and Ikea all have AI technology built into their apps that let consumers see how different paint colors and/or furniture items will look in their houses before they buy them.
Going forward, brands will need to adopt augmented reality shopping capabilities in order to keep up with changing consumer needs. If they don’t, they will risk getting left behind.
Live performances from major artists like Justin Bieber and the Weeknd on TikTok, Swizz Beatz and Timbaland’s 5-hour “producer clash” on Instagram Live, and the Wacken World Wide live stream were all huge hits!
Many organizations that took their in-person events online were either able to significantly reduce the cost of their tickets or make the event completely free. With no upfront costs and no geographical boundaries, this opened up their experiences to a much larger audience. This undoubtedly had a positive effect on brands that were able to expand their reach.
Since safety concerns are something that will be part of our lives for a long time, giving people the option to attend an event virtually or in-person will greatly benefit brands. Now that we know how effective larger-scale virtual events can be, a hybrid approach that continues to cater to virtual attendees will likely be adopted for the foreseeable future!
Meeting Audiences Where They Are
Over the course of the pandemic, consumer behavior drastically changed. One area of our lives that saw a huge spike as we all hunkered down at home was gaming usage and viewership. Brands took notice of this and leveraged popular platforms like Fortnite and League of Legends to host virtual events. Travis Scott even ended up holding an extremely successful Fortnite concert!
Not only was leveraging these platforms an ingenious idea in terms of meeting audiences where they are, but it’s also a great way to facilitate virtual interactions and start conversations with consumers.
Live chats and polling are also great ways to connect with virtual attendees, and brands will probably continue to embrace these tactics along with popular gaming platforms.
The COVID-19 pandemic has forever changed the way we live. Our “return to normal” will not be a linear path, and many people will be hesitant to attend in-person events for a while. Thankfully, we’ve learned how amazing tech can be when it comes to experiential marketing.
With top companies like Facebook embracing live-stream shopping events and Walmart leveraging AR innovation to create a new virtual try-on feature, the future of experiential marketing has actually shown up quicker than any of us might’ve anticipated. Despite the effect that the pandemic at first had on experiential marketing, it is still an important part of the marketing mix and will likely end up being significantly crucial in the years to come.