Experiential Marketing 2.0

As experiential marketers, we are faced with an interesting challenge. Where we were once entirely focused on creating experiences which activated the emotional and rational levers of our audiences from a face-to-face perspective, we now have to account for the distractions of laptops, netbooks, and mobile devices. Additionally, social media has created a powerful back-channel which competes heavily with the experiences we work so diligently to engineer. Instead of contributing the the noise, if we take a targeted approach to engaging our audiences across their communications channels, we will be able to take what many see as an impediment to our success and turn it into an opportunity. Here are some thoughts on how.

An effective experience engages all senses. It activates the emotional and rational triggers within us and motivates us. A typical event marketing program will employ some experiential tactics, but few completely. Here are 7 ideas that will help you integrate powerful brand experiences into your event marketing program.

Locked in every tradeshow is a number. Someplace deep inside event demographics, and underneath all the hype and buzz of exhibitors, speakers and attendees you will find it. The number of people you really want to talk to. These are your targets – people who have a high propensity to become your customers.

Each and every tactic and investment at every event should be scrutinized and prioritized to ensure it is the best tool to accomplish your business objectives with your targeted audiences.

Event marketers don’t have to have the largest budget, the biggest booth or the most impressive sign to win. They just need to be strategic in their approach and apply intelligence to their process. Here are some ideas that can help you own the show without breaking the bank.