Experiential Marketing Blog 01

Your Team Needs an Experiential Marketer: Here’s Why

According to Endless Events, 80% of marketers believe live events are critical to their company’s success. Your first thought when someone says “experiential marketing” might be a conference or trade show — but the experiential event options are nearly endless. It’s time to take your in-person marketing strategy beyond generic trade shows and industry conferences.

You’re already busy planning and executing the rest of your marketing plan. How can you possibly add an experiential play to your to-do list? We won’t make you guess — you need an event marketing expert to supplement your team.

95% of marketers agree that live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world. Every minute, 3.7 million Google searches are made, 187 million emails and nearly 481,000 tweets are sent. If brands hope to engage with prospects in meaningful ways, they need to step out of the online world and into the real one — because the digital world is chock-full of content.

If you’re trying to move beyond the typical business conference, what options do you have?

Google put together an experience that met its audience in the right place, at the right time with their philanthropic Building a Better Bay Area campaign. When Google gave away $5.5 million to Bay Area nonprofits, it let the public decide where that money would go in an interactive way. Google allowed people to cast their votes online, but they also wanted to involve the Bay Area community in a tangible way. They installed interactive posters in places like bus shelters, by food trucks, and outside restaurants that locals could use to vote for a cause. The experience reached “people when they had the time to make a difference.” That’s the key to experiential marketing: allowing people to interact with a brand when they have the time.

Sometimes the most memorable events are about making dreams come true. For a few weeks, ambassadors dressed in Guinness-branded flight attendant uniforms entered bars across the U.K., where they surprised unsuspecting customers with a chance to win all kinds of prizes. In order to participate, bar-goers had to order a pint of Guinness. After doing that, they would shake a prize-generating mobile tablet that displayed their winnings. They could win everything from passport cases to keychains, but one player per night would get the ultimate prize: A free trip to Dublin in “Guinness Class.” After all, 78% of millennials would rather spend money on a memorable experience or event than buy desirable things. The event was a win with its audience because, as was the case with Google’s experience, it was convenient. In this case, people had to buy a pint to win a prize, but they were already in a bar that served it.

How does a freelance expert tie into all of this?

No matter if you need a strategist to partner with or just someone to execute on your plan, a range of marketing experts can help make your event the best it can be. Need an on-site team to man a booth or run your live social media updates? A freelancer may be your best option, especially if your budget is tight or you’re hosting an event outside your region. Planning ahead with an extra set of hands can make a big difference when it comes to event outcomes and ROI. With the help of our on-site freelancers, Torchlite customer G2 Crowd exceeded event review goals by over 200%.

There’s no denying that traditional events are an important part of any well-rounded marketing plan. But you shouldn’t feel like sponsoring seminars and setting up booths are your only options. Most organizations allocate between 20% and 50% of their budget to in-person events, and the majority of marketers plan on increasing their event budgets in upcoming years. 80% of marketers from organizations that are overperforming in regards to their business goals plan on investing more in events. In a nutshell: successful brands are investing in live events and they are doing so more than less successful brands.

Want to add an account-based marketing strategist, a PR pro or a designer to your team before you start planning for your next brand experience? Request an expert today.

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