Did you know that according to the research 2022 Marketing Investment Forecast, Will investment growth in marketing efforts accelerate? According to the study, values will grow by at least 301% by 2025. And we see this even with experiential marketing at events, which is one of the main trends in the sector.

Think about a concert that had problems with accreditation, or a party where the sound wasn't good – all of that influences the consumer experience, right? For this and many other reasons, it's necessary to invest in actions that provide positive experiences for the public. And in the events sector, one of those actions is experiential marketing. 

Ensuring a positive customer experience is, today, one of the main reasons for the success of companies and events. Therefore, it's necessary to understand what experiential marketing is all about, how it can be used, and how it can help make your party or corporate event excellent. And beyond that, make it different and delight those who participate.

To help you with this task, we've prepared this comprehensive guide; just keep reading for more information. 

What is experiential marketing?

We can say that experiential marketing arose from the need to meet the desires of the consumer.The days when customers only expected a good product or service are gone; nowadays, the moment and the person's experience with the brand or event matter much more.

In general, experiential marketing uses emotions, sensations, and perceptions to capture the customer's interest and attention, thus building loyalty.

Therefore, good practices, whether small or large, are essential in all areas of an event. This is because when we talk about experience, we're talking about the whole picture, so the details matter, from the positive entrance to the event, as well as the service, music, lighting. In short, everything influences it. 

The goal is to make a brand action or event unforgettable, unique, and memorable. And here's an important point to highlight: to succeed in using experiential marketing strategies, you need to know your audience well, their tastes, expectations, and more.

The 3Vs of experiential marketing

It's also interesting to discuss what many experts call the "3Vs of experiential marketing." These are the aspects on which this strategy is based, aiming to be even more effective. Check out what these pillars are:

• Value: This is the customer's perception of the experience and the company. Did your action truly generate value for people? Identification with the brand, product, or service? If so, give this 'V' of experiential marketing a 'check'. 
• Truth: Your event needs to convey credibility to participants because the reputation of the brand or company is at stake. Therefore, everyone needs to be aware of the expectations of consumers or guests, so that this 'truth' is not challenged. 
• Desire: This is also related to what people are expecting from that moment. A strategy developed based on this 3rd V will ensure that the company offers an interesting experience and that the consumer feels compelled to experience it.

Strategies for applying experiential marketing to events

Now that we understand what experiential marketing is, how it can be a differentiator for your event, and the aspects that support it, let's talk about how to put all of this into practice.

Pre-event engagement

It's always good to remember that an event begins before the gates open. Therefore, it is... It's interesting to develop actions (online or offline) that constantly remind the guest of the upcoming meeting and make them look forward to it.

For example, consider social media campaigns that encourage interaction, or announcements via WhatsApp or email with program spoilers. Additionally, for events requiring prior registration, it's important that this process is practical and intuitive, as is the check-in at the event.

Build a good storytelling

Who doesn't love a good story, right? That's why, in the mission of creating identification between the guest and the brand or company promoting the event, for example, it's interesting to create actions that tell the story of the business.

Tunnels with a timeline and interactive panels featuring interesting facts about the brand are helpful tips.

Reduce bureaucracy.

A good and important experiential marketing strategy is to ensure that guests don't have to focus on bureaucracy and can enjoy the moment. Technology offers various tools that make processes like payments, registration, and product purchases during the event faster. 

Planning 

Last but not least: plan ahead. Every event experiential marketing action needs to be planned. It's important to understand what resources are available, the budget, the profile of the guests, among other things. 

For meetings that last more than one day, creating and providing a schedule so that the person knows what to expect at each moment makes the proposed activities more valuable to them. 

Finally, it's worth highlighting that at this point, having a professional to plan and organize these actions is a key differentiator. Experts in experiential marketing and event planners are great allies. We've even produced a piece outlining five reasons to hire an event planner., Check it out here.

Would you like to hold your event in our space?

Interested in holding your event at the Center Convention? You can check out all the infrastructure available at the Convention Center and throughout the Center Shopping Complex by speaking with our team. Call us at (34) 3239-8300 or email comercial@centerconvention.com.br. You can also reserve a date by clicking [here]. HERE.