7 Tactics for Creating Engaging Brand Experiences

In today’s event marketing environment, consumers are bombarded with thousands of conflicting marketing messages, making it more important than ever for your brand to stand out and create a memorable experience that will differentiate you from the competition.

Experiential event marketing allows you to break through the noise and create a lasting impression on your audience by creating immersive, interactive customer experiences. This unique approach allows you to create emotional connections with your target audience by letting them interact with you and your products or services in a meaningful way.

Here are seven experiential marketing tactics you may want to try and their benefits to your brand:
 

1. Collaborative Experiences

Work with partners or other businesses to create experiences showcasing products or services in your booth or conference space. Perhaps your company uses hardware or software from a partner, by collaborating at an event you can reach each other's audiences and demonstrate your own strengths. You may also want to consider collaborating with brands that are complementary to yours and form new partnerships to reach entirely new audiences.
 

2. Hybrid Events

Rising to popularity during the pandemic, hybrid events allow companies to enjoy the benefits of both in-person and virtual events. Generally, there are both significant cost savings and an appeal for a broader audience who can't take the time or spend the money for in-person events. Hybrid events provide opportunities for new and innovative ways for brands to interact with consumers.
 

3. Technology Integration

If you aren't already, consider using more technology in your event planning. This can include a wide range of options that create immersive experiences and bring products and services to life for prospects. Consider employing augmented or virtual reality (AR/VR) for interactive and shareable experiences in simulated environments.
 

4. Social Media Challenges

Encourage event attendees to participate in challenges on your social media accounts, engaging with your brand and each other. Urge participants to compete against each other in games centered around your product type—for instance, a baking company might have a recipe contest, a consumer product may encourage sharing real-life stories or photos of consumers using the product, or a brand may ask for uplifting stories to be shared for the potential virality.
 

5. Pop-Up Events

Whether you offer a pop-up shop, bakery or other experience, your brand temporarily inhabits a location with branded food, merchandise and décor. The brevity of the experience draws people in and makes them want to share with each other, in person and on social media, while providing exclusive one-on-one interactions between the brand and consumer. Pop-ups are ideal for promoting a business because they generate exposure, expand sales and produce brand engagement.
 

6. Video Content

Allow audiences to participate by creating or contributing to video content. Whether they film and edit their own content around your product or service and share it with your brand and users or engage with/contribute to video content that your company is producing (creating a commercial, filming a quasi-documentary of your brand offerings, etc.), video content is a strong and appealing way for consumers to experience your brand.
 

7. Gamification

Take advantage of digital games and applications to engage customers with your brand. Interactive games and rewards encourage users to play and will drive the interest of others when promoted on social media, through video, etc. Game play can involve mini games on your website, tie-ins with albums or movies or educational apps that immerse players in a branded world that you control.

Unforgettable Experiences
While in-person events will never go out of style, our world is technology-driven. Experiential event marketing blends technology and consumer interactions to create unforgettable experiences that draw audiences in and keep them coming back for more.