Events are memorable experiences, regardless of their type, whether social or corporate. Therefore, practices focused on experiential marketing are gaining increasing traction at parties, lectures, and workshops to ensure an even more memorable experience for participants.

There are various actions that can be developed with the goal of sparking different experiences. To be effective, it's necessary to consider the objective of the meeting and then devise the best interaction. 

In this content you will be able to understand a little more about:

• What is experiential marketing? 
• The advantages of these practices
• How to implement actions focused on experience.

Now, keep reading to learn more about the topic!

 

What is experiential marketing?

First, it's helpful to understand what experiential marketing means. It's important to emphasize that this concept encompasses both events and companies that sell products and services. 

Generally speaking, it is about A strategy that seeks to engage consumers through brand experiences. And investments in these practices are only growing, after all.74% of consumers surveyed in the EMI/Mosaic Event Track research indicate that engaging with experiential campaigns increases their chances of making a purchase.

ANow, speaking about experiential marketing at events, the initiatives will seek to evoke sensations and feelings in participants in different ways. For example, if your event is a launch of an aromatic product, experiential marketing can create an atmosphere with the product's scent, colors, and more. 

And this is crucial, because when people go to an event, they are captivated by different programs and innovative experiences.

The advantages of experiential marketing in events.

We guarantee there are many positive aspects to investing in experiential marketing at events! 

One example is engagement, because more interactive experiences motivate the audience to participate and engage in the event. Consequently, this leads to another advantage, especially when we talk about commercial events: spontaneous promotion. This is because when the audience feels engaged, they feel more comfortable posting and promoting your brand online or offline. 

Another example is lasting connections. We previously pointed out that these experiences remain in people's memories, are easily recalled, and this ensures that the connection with your brand or event is stronger. 

Tips on how to apply this to events.

But how exactly do you apply these practices to your event? One very common experiential marketing strategy is the use of "Instagrammable" spaces, which are beautiful locations that enhance the brand or identity of the event and guarantee great photo opportunities. 

Another approach is a sensory experience. Remember how earlier in the text we mentioned the example of launching an aromatic product and creating an ambiance in the space with that aroma? This is a sensory experience action. And it's possible to develop experiential marketing initiatives that also involve the other senses, with food or even a wellness area with massage, for example. 

In addition, there are two other important points to consider when developing experiential marketing strategies: 

• Experience Design: every aspect of the event needs to be planned to engage participants in an emotional journey, from arrival to departure. An isolated action is meaningless; the entire 'journey' within the event must be planned. 
• Storytelling: Keep in mind that by telling a captivating story that emotionally connects participants to the event and the brand, the event audience will have a more meaningful and lasting experience.

Center Convention has already hosted events with experiential marketing initiatives. 

As investment in experiential marketing at events grows, the Center Convention Center is also hosting more and more events with some type of action focused on this strategy. Recently, one of these events was the UniTEA symposium, organized by Unimed Uberlândia, which discussed Autism Spectrum Disorder. 

The event brought together approximately 400 participants, including autistic individuals, healthcare and education professionals, and the general community, as well as several speakers who addressed the theme "Autistic children and their relationship with society: synergy of efforts for multidimensional care.". 

One thing that caught our attention was an activity that created a sensory experience for the participants, this time highlighting an important cause. Upon arriving at the event, which took place at the Center Convention convention center, attendees passed through a sensory tunnel built in our foyer, which stimulated the senses (smell, sight, hearing, and touch) and made a striking impact on participants right from the event's entrance.

Ismália Santos Queiroz was responsible for the event's consulting and shared how the project was developed. "A tunnel was created at the entrance of the event, where we wanted people arriving to immediately experience the intensity of the experience. So people would arrive at the event, pass through the tunnel, and then experience a very rich experience," she explained.

Host your event with us!

The Center Convention space adapts to a wide variety of events, so when organizing an event, count on us! You can check out all the infrastructure available at the Convention and throughout the Center Shopping Complex by talking to our team. Call us at (34) 3239-8300 or email comercial@centerconvention.com.br. You can also reserve a date by clicking [here]. HERE.