David Green, Managing Director of DG Global
When I first established myself in the events industry back in the 80s, there was a significant difference and line drawn between a ‘marketing campaign’ and an ‘event’ or ‘live experience’. Since then, however, there has been a major shift towards the two coming together; a global trend that is now the norm.
What is traditional marketing you may ask? Back in the day, a company would generally set a budget to spend on above-the-line media with radio, print, and TV being the main three, plus direct mail (eDMs) and in many instances sponsorship.
Today, marketing campaigns have evolved…they have evolved A LOT! We now have more channels, more touch points and more opportunities to connect with an audience with more emotion, more connection, and more impact. This is where experiential marketing has come into play.
But what IS experiential marketing? Also known as a live campaign or engagement marketing, event marketing, on ground marketing, live marketing or participation marketing, put simply, experiential marketing connects brands through direct interaction in a live environment, inviting them to be immersed in an experience, in real time.
Some examples of live campaigns are brand activations, events, conferences, exhibition, roadshows, shopper and retail sampling, creative services, health programs etc. The list goes on, as long as it’s creative, engaging, and live, it’s considered live marketing and it’s becoming far more the norm and a critical part of any broader brand campaign.
But why this is becoming the norm? In the digital world in which we now exist, where everyone from 8 – 80 years old has a smartphone, not only are brands seeking ways to connect with a greater level of engagement, emotion, and authenticity, but the ability for consumers to become marketing channels themselves is now possible. You see, these days experiences don’t seem to exist unless you have captured them on your device and shared them via the myriad of social media channels that we all use, especially Instagram, Snapchat, Facebook and Twitter people. We seek instant gratification in the way of likes and follows on what we share which in turn heightens the overall experience. What does this mean for the brands? Not only does a live campaign offer real time, face to face interaction with a primary audience within the live space, but a brand will potentially pick up a HUGE secondly audience through the result of online sharing. A win win for all!
While this might seem like a pretty straight forward strategy, when going down this path there are some critical elements to consider. Firstly, you have to be AUTHENTIC; there must also be an EMOTIONAL connection; it needs to be RELEVANT and most of all some sort of ADDED VALUE for the Live Campaign to succeed.
You also need to consider the immediate and secondary audience, the impact to your brand and the lifecycle of not only the campaign at hand but how it feeds into future live campaigns.
Some great examples that I love that have had great success are
DG Global thrives on delivering events and live campaigns, so sing out and our amazing team will be sure to co-create something that exceeds the norm and blows your mind.