23 September 2024

Experiential Marketing Events – The New Go-To for Brand Growth

Experiential success in a 2024 world! 

We’ve pointed it out before, and we’re back again chanting the same mantra – consumers are seeking a real connection with their brand of the moment. And to hit the point home, that all-things-financial Bible, Forbes, recently blew the lid on why experiential events are giving paid ads a run for their money, by pushing aside increasingly overcrowded social media feeds. 

 

This points to one thing – experiential marketing events are the new go-to for brand growth. 

 

Monica Gomez, founder and CEO of marketing agency The Concierge Club says that her clients have reaped the benefits of forward-thinking experiential campaigns that win hearts, minds and loyalty. 

 

“Experiences showcase your brand status with substance and originality,” she reveals. “They foster connections and tell shoppers what makes your business unique. And it doesn’t hurt that 85% of event attendees say they’re more likely to make a purchase after a branded event.” 

 

Well, we’re convinced. But how does an experiential creative approach such an important centrepiece to a brand’s marketing campaign? 

 

For the answer to that, we’re swinging over to experiential communications expert Nhu Khue Ngo, CEO of OSK New York, who’s laid out five essentials when engineering a potent brand experience.  

 

In at number one – Name it! 

The name of the experiential event is one of the keys to catching attention. It should be unique, punchy, brand-appropriate, and exciting. But make sure you don’t overpromise, or your potential customers will feel like they’ve opened up a Tiffany’s box only to find a half-eaten hotdog. Also, bad news travels fast, and could harm the brand’s reputation. 

 

Next – Hire a host 

The host will ideally be the embodiment of the brand, and the image you create for them should reflect the event itself. Not only does this give your brand a face, but an in-person greeting also makes it feel welcoming and exclusive. Additionally, the host will be able to brief guests on what to expect, so they’re more receptive to the experience. 

 

What’s the story? 

This will involve you being at your creative peak, because the best experiential events follow a storyline. This could be anything from the foundations and development of the brand, to the life story of the company’s founder – here we’re thinking Coco Chanel and maybe even Ronald MacDonald. After all, he’s a class-act clown who has serious clout with the kiddies. The essence of this is to ensure that the whole experience possesses an overarching narrative and core message.  

 

Make every element matter 

Let’s face it, some movies suck. You keep hoping that the next scene will deliver, only to find yourself sitting in an expository dump, and ‘The End’ signalling by far the best part.  

What we’re trying to say is that everything included in the experience needs to be relevant and superbly presented. If you know in your heart that something won’t quite chime with your audience, then sling it in the bin. Less is more, while information overload will confuse the message and start to bore even the most captive audience. Ask yourself what nuggets of gold you want to deliver, and link this to a further experience outside the event itself. This creates focus and continuity.  

 

Customer + Participation = Immersion 

To make an experiential event the stuff of legend, it’s got to live long in visitors’ memories.  

And the quickest and easiest way to do that is to shift them from the role of passive observer to active participant. And by this, Nhu Khue Ngo recommends elevating guests beyond simply immersing themselves into a brand’s world; instead, she says to turn them into co-creators.  

“When they are actively participating in creating something, they will get a better understanding of it, as well as form a more vivid and lasting memory.” 

And it’s that lasting memory you’re after. Investing in these five principles will ensure that your budget isn’t wasted, and your brand is showcased as an experiential frontrunner.  

 

Are you an experiential creative with the genius gene? 

Then stop reading this and give us a call. Here at mustard XP, we’re not only looking for the hottest new talent on the block, but we’re the first to hear about the most sought-after jobs in the industry. The number to dial is 0117 929 6060. 


Recent blog posts

Creative Reboot : Make 2025 Your Year


Unlock Your New Career Path in 2025 The festive season has come and gone, and as we step into 2025, many of us are ready to embrace fresh beginnings. One of the most popular resolutions for the new year is advancing our careers. Whether you’re seeking to climb higher on… Read More

View more

Creative Campaigns Crammed with Christmas Spirit


Marketing Trends and Memorable Campaigns As the festive season of 2024 approaches, the advertising world is buzzing with innovative Christmas campaigns. From heartwarming stories to immersive digital experiences, brands across the UK are gearing up to engage consumers with creative, engaging content that captures the essence of Christmas. Let’s take… Read More

View more

Winter Architecture


Exceptional Design for Comfort in the Cold As winter approaches, the importance of specialist architectural design becomes evident. Winter architecture goes beyond aesthetics; it prioritizes comfort, energy, efficiency and resilience against the cold. We’ve collated some key design features that enhance warmth and functionality in cold environments.   Passive Solar… Read More

View more

Hauntingly Good: Retro FX for Thrills & Chills


Retro VFX for Thrills & Chills. As Halloween approaches, it’s a good time to look back at the classic horror films to shape… Read More

View more

XP Black History Month UK 2024


Hew Locke at the British Museum, and Black ballet’s pirouetting pioneers… The UK’s annual October celebration of Black History always seems to come and go just too fast. So, it’s really great to see the British Museum and the world of Black ballet offering us an extended sojourn in 2024’s… Read More

View more

Halloween Campaigns That Got Us Spooked!


The best spooky marketing campaigns of 2024  It’s that time of year when the creativity monster is unleashed. Marketing professionals grasp at every Halloween themed pun, play-on-words and joke, they can munster muster.   So, without further adieu let’s jump into the campaigns… Read More

View more

Black History Month UK 2024 – Reclaiming Narratives with Interior Design


It’s October, so not only are we well into autumn, but we’re also celebrating the UK’s Black History Month 2024. This year’s theme, ‘Reclaiming Narratives’, is focussing our minds on Black histories and success stories, whilst correcting historical inaccuracies.     So,… Read More

View more

Black History Month UK 2024 – Reclaiming Narratives 


The brilliant Black Brits of technology and development!    October is special to the UK as our Black History Month, but do you know why it was chosen for this annual celebration?     Well, firstly October is marked in every African calendar… Read More

View more

Experiential Marketing Events – The New Go-To for Brand Growth


Experiential success in a 2024 world!  We’ve pointed it out before, and we’re back again chanting the same mantra – consumers are seeking a real connection with their brand of the moment. And to hit the… Read More

View more

Old-School Marketing Techniques for Tomorrow’s World


The comeback kids are taking us back to basics! The latest buzz in the media world is all about the resurgence of the print magazine. And the surprising thing about it is not the return of its original fanbase, but the youngsters who are increasingly rejecting the… Read More

View more