Despite the COVID-19 pandemic, experiential marketing is expected to grow and evolve in 2021 and 2022, with agencies leading the way in implementing new strategies for customer engagement. In return for those marketing dollars, there are certain things that brands (and agencies) should expect from their agency partners.
Integration. Experiential marketing is no longer standalone. It’s not enough to create a simple live experience and as an agency, we owe it to clients to ask about the big picture. What other marketing channels are being utilized? Do you have a vision for social media integration? Can we provide ideas for extending the live experience beyond the footprint?
Cooperation. Because of the multi-channel campaigns that need to exist moving forward, multiple agencies are often involved in one project. For this to succeed, all parties need to “play nicely in the sandbox” and communication is key.
High-caliber staff. Most live brand experiences involve hired event staff, including brand ambassadors, product specialists, market managers, and more. It is no longer enough to put a “warm body” out in the field. Consumers have high expectations and every moment can be captured on social media, so well-trained, talented brand representatives are critical.
Efficiency. Even big brands don’t always have big budgets. And even if they did, budget efficiency is a win-win for both parties. Sometimes that means considering multiple scenarios in the budget planning stage. For example, will a mobile tour be more efficient if one team is on the road for six months or two teams for three months? There’s not always the obvious answer, but proper planning can create efficiency
Trends awareness. This is not just about following trends, but knowing when not to follow trends. For example, when virtual reality began its upward trend, everyone wanted to do it and it was an amazing addition for some brands. For others, it felt forced or perhaps wasn’t used to its full advantage and therefore left consumers unimpressed.2021 is the year that we “come back” with legendary brand experiences. Will 2022 be the year that we all expect a little more from our experiential marketing partnerships? With the Auctus Agency, our transparency means that you will know exactly what to expect. Contact us to learn more.
