Event Marketing (Done Right) Yields “Return on Consumer Experience”
Marketing effectively to different consumer segments brings unique challenges which require deep audience insights and targeted channels for engagement.
As the marketing ecosystem evolves, the value of marketing channels continues to change from category to category and from brand to brand. The clutter of messages in the marketplace is daunting to try to break through. Yet as we talk with marketers and see firsthand, physical interaction with a brand or company provides a chance for a brand to produce a lasting impact (when done right) unlike any other marketing medium. Consider this:
Consumers remember the store they entered at the mall. They do not remember the brand that pushed them a display ad on ESPN.com. They might not even remember the name of the brand associated with a banner ad they clicked on, because the landing page simply didn’t provide that immediate trigger for them to yearn for more information.
Consumers remember engaging with someone interesting on the street. They are unlikely to remember which company was associated with the pre-roll before their YouTube video.
Consumers remember worthy in-person experiences, good or bad. We aren’t talking about a prize wheel with a giveaway. Or an emcee shouting commands. Consumers remember worthy in-person experiences.