In today’s digital age, almost everything can be done in the internet. Talking, shopping, and even dating have online equivalents. Although people don’t need to move away from the computer, events continue drawing crowds. In fact, B2B marketers in the US have rated in-person events as their most effective marketing tactic.
Events still matter. For brands, they offer direct, physical touchpoints with consumers that can’t be copied digitally. While online platforms enable brands to talk with their consumers 24/7, only an event enables the brand to create a face-to-face experience.
Updating Events through Tech
Currently, events aren’t suffering from the digital age. They are being enriched by it. Technology, such as augmented reality, pop up screens, 3D videos, and many others, is turning consumer experiences more fun and memorable.
Exploring the Five Senses
But humans are more than visual and auditory creatures. There is a limit for online reviews and product shots to convince people to buy. Events don’t. People can touch, smell, and in the case of food and beverage, taste products displayed in an event. Events offer a holistic sensual experience.
People also like being with others that are just like them. Online communities are great but it lacks a human element. Events offer fans a chance to be together in one venue to meet, talk, and experience the people behind the avatar. Why do you think Comic con and travel expos work so well?
Because events offer so much in the digital age, brands need to invest more in them, not less. But events don’t have the same effect on people. A brand needs to organize events that fit their products and personality.
1. Pop ups, booth animation, or anything that enables consumers to experience your brand usually works well for FMCG and Real Estate. These industries need to engage the five senses for people to be convinced of their worth.
2. Events that require major production and staging are often amazing for fashion and retail brands. A new product line can be launched with the glitz and glamor that it deserves. These types of events can also work for brand loyalty building for employees or consumers. Bring them under one roof and reward them for their loyalty by being inundated by your brand experience
3. Conferences or large-scale gathering, like expos, are perfect for organizations and government agencies. These events enable you to bring stakeholders and members together for the benefit of your organization. Big events build credibility and allow you to reach a wider audience.
There are many other type of events that your brand can stage. Consult an event organizer to help you match your brand personality with a fitting experience. Reach out to your consumers beyond the digital screen.
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