3 Experiential Marketing Techniques to Embrace In 2021

March 9, 2021

Before the pandemic, brands were investing in the consumer experience more than ever. Pop-up shops, interactive ads and more helped brands deepen their connections with customers, which is critical because nearly three out of four consumers believe real-life connection is essential to companies’ success. But it all came to a halt with the pandemic’s limitations on in-person gatherings.

When quarantine and social distancing restrictions became the new normal, the events industry faced two choices: adapt or sink. Industry professionals quickly traded in-person events for digital experiences, such as virtual workouts and online cooking classes, that provided attendees with entertainment and community during a time of separation.

Other companies chose a different route. Instead of hosting large events for lots of people online, they brought unique live experiences to individuals. Walmart, for example, created a trunk-or-treat Halloween event for a family and then shared it on its social media. According to Digiday, the retailer is spending more on experiential marketing now than ever before.

Brands from a variety of industries have found that the virtual world provides a blank canvas for creativity and an opportunity to reach massive crowds of people in the comfort of their own homes. But the desire for live, in-person events — and the connection that comes with them — won’t be going away. That’s why the future will be about hybrid event experiences.

From now on, the world will inevitably operate differently than it did before the pandemic. By focusing on interaction and engagement for both in-person and online audiences, you can make your future experiential events even more impactful. Here are three techniques to consider:

1. Virtual brand ambassadors 

Platforms such as Twitch, Periscope and YouTube Live can serve as effective intermediaries in hybrid event settings. But instead of hosting a static stream, you should have brand ambassadors guide virtual attendees through experiences to make the virtual events feel less disconnected. Facilitating interaction opportunities like Q&As between virtual attendees and on-site hosts will ensure that every attendee fully engages throughout the event.

2. Drive-in or drive-thru experiences

When everyone needs to remain six feet apart, drive-in attractions become the next best substitute for in-person events. For example, Nissan in September livestreamed from Japan its announcement of a new Generation Z sports car. Enthusiasts in the U.S. tuned in via a drive-in experience in Nashville held in tandem with the 33rd annual ZCON. By hosting a drive-in or drive-thru experience, you can let attendees engage with brands without compromising their safety.

3. Cutting-edge technology

Augmented reality and virtual reality have really gained traction with consumers. In 2019, Gartner estimated that more than 100 million customers would use it by 2020, and this number has increased post-pandemic. Many brands and organizations are using AR and VR to add a digital layer to physical events and exhibits. As event options open up in the wake of a vaccine, you should consider using AR and VR to facilitate the virtual experience and supplement the in-person one.

Whether it’s brainstorming internally with teams, working alongside vendors to bring visions to life or engaging with consumers on event day, the experiential marketing industry thrives on human connection. However, virtual events won’t just recede into the background once live events are commonplace again. As an events industry professional, it’s up to you to tie together the physical and virtual worlds through hybrid experiences.

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact