3 Ways to Excel at Experiential Marketing in 2017

January 13, 2017

What makes a modern marketing event memorable? 

Is it when a brand trots out the same ole' tactics to deliver the same ole' message to the same ole' people? Or is it when a brand breaks from the norm to boldly leverage forward-thinking tactics into engagements and strategies that captivate an audience in new and exciting ways?

I think you know the answer to that question. 

Today's consumers see thousands upon thousands of marketing messages every single day — and they're quickly learning to ignore the stale ones that catch them at inopportune moments. That's why, with the right approach, experiential marketers have such a key opportunity to resonate in buyers' minds in 2017. 

Experiential marketing is an opt-in medium, meaning the self-selected audiences are willing to devote their undivided attention to what brands say and do during a campaign. To truly rise above the rest in 2017, however, event marketers need to step outside the box and incorporate innovative, tech-driven tactics that result in deeper engagement.

These three strategies should do the trick:

1. Go live. 

While 78 percent of marketers say they promote events in advance online, only 62 percent choose to continue that engagement during the event itself. That's because, up until recently, there really weren't many effective ways to accomplish this.

Today, however, sites like Facebook and Periscope make it incredibly easy to live-stream an event and drive engagement in real time. This allows brands to extend their reach and involve a remote audience in their campaigns; it also helps them attract more bodies to their next showcases. In fact, according to one study, 30 percent of people who watch a livestream of an event end up physically attending that same event the next year.

2. Transform consumers into content creators. 

It's important for brands to own the conversation at their events. However, in 2017, they also need to capitalize on the fact that there will be a smartphone in nearly every attendee's pocket. 

Eighty-five percent of consumers say user-generated content is more influential than marketing material created by brands. With that fact in mind, event marketers need to encourage audiences to organically spread the word about the experiences they're having.

If your attendees are known for being avid Instagrammers, set up a fun photo booth that urges them to use hashtags and geotags when posting pictures. If they prefer Snapchat, invest in a branded filter they can use when documenting the experience and sharing it with friends.

3. Blur the line between physical and virtual. 

If 2016 was the year virtual reality trotted onto the scene, 2017 will be the year it hits its stride. Involving cutting-edge technology doesn't just boost event attendance and decrease costs, it also, like live-streaming, allows brands to rope in remote attendees.

Virtual event attendance is actually expected to grow at a faster rate than in-person attendance. To stay ahead of the pack, savvy brands would be best-suited to start exploring the wide world of virtual reality today. 

The more a brand can integrate exciting technology into an experiential marketing campaign, the more impactful — and more memorable — it will be. 

2017 will be a year when technology continues to solidify experiential marketing's meaningful role in the advertising world. Brands that incorporate emerging tools such as live-streaming and virtual reality into their campaigns will be the ones consumers listen to, love, and talk about for years to come.

Steve Randazzo is the founder and president of Pro Motion Inc., an experiential marketing agency located in Missouri.

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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