Last week, 23 Stories' VP of experiential, Erica Boeke, and Refinery 29/29Rooms' director of experiential, Albie Hueston combined forces at the 35th annual IEG Sponsorship Conference in Chicago, IL. The two experiential masterminds co-presented the session, "Adding Value for Brands through Authentic Experiences and Events," which included 10 Golden Rules of Experiential Marketing. Check out some highlights from their presentation below:
Consumers have more choices than ever. A recent Google search for "coconut oil" brought up 14 different brands on the first page alone. With seemingly endless options on everything from cooking oils to summer music festivals, brand loyalty is diminishing. In response, brands have been forced to amp up their messaging, customer interactions, and transparency in order to maintain the business of increasingly distracted and disloyal consumers.
Event attendees rarely think about the work that goes into its creation – the countless hours of planning, negotiating, and problem solving. And, as creators, we don’t want them to. We want them to walk into a world that seemingly appeared overnight, in which every detail, from the entertainment to the wine glasses, works together in harmony.
The 2018 Sundance Film Festival in Park City, UT was action-packed with screenings, political marches, and below freezing temperatures. Delivering on the spirit of founder Robert Redford’s mission to celebrate creativity, Sundance brings independent films to life. But, gone are the days in which Harvey Weinstein roamed the mountains, bringing with him male-centric films like “Sex, Lies and Videotape” and “Reservoir Dogs” to theaters, with a greater focus on parties, sponsorships, and Paris Hilton-sightings than film making.
In August 2016, Instagram launched Stories -- a seemingly blatant copycat of Snapchat. Social media professionals and amateur enthusiasts worldwide scoffed at the play and mocked the knockoff filters (the infamous flower crown served as the public's first victim). Even with skepticism and cynicism, Instagram users tried it out. Then, just a year after its initial launch, Instagram Stories surpassed Snapchat's daily usage numbers. How did a photo sharing platform takeover the content world so quickly?
Pop2Life's sister software, Ribyt, is now concierge.com! The new Condé Nast offering was designed to deliver a much better guest experience for event attendees while saving event producers a significant amount of time, money and resources. Imagine impeccable attention to detail and accurate communication with every guest and every vendor -- without using spreadsheets -- and with the expertise of its Event Concierge Services team. Check out some of its capabilities here...
A brand ambassador shows a traveler the immersive, 10’ tall Echo Dot in Amazon Music's Terminal 5 activation space last month. The music streaming service took over JetBlue's terminal at JFK, allowing consumers to play with the technology, ask questions, and sign up IRL.
Experiential marketing was on everyone's radar in 2017. From the Super Bowl to Art Basel, Sundance to Cannes, brands across the globe invested more money than ever into crafting personalized, creative experiences for their consumers. Beyond establishing brand loyalty and evoking positive sentiment, custom experiences are huge financial wins for brands. Compared to traditional marketing channels, experiential campaigns offer incredible payoffs. History show, events make consumers significantly more likely to align themselves with your brand through purchases, tune-in, or alignment.
We published 101 blog posts in 2017 - we interviewed co-workers; we interviewed partners; we recapped our concerts, screenings, stunts, festival-appearances, owned activations, and everything in between; we shared our experiential marketing wisdom; and we highlighted other agencies doing kick ass experiences.
Black Friday is the ultimate consumer experience exception. Shoppers don't set 5am alarms, or worse, head straight to the mall from their Thanksgiving tables, for the great customer experience. Instead, they dress for comfort and speed, map out a plan of attack, and prepare for a fight if necessary. In a world where consumers crave personalized items, one-on-one experiences, and an Instagram-worthy shopping environment, the only retail experience expected on Black Friday is a hefty discount.