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.