{"id":2393,"date":"2024-01-31T08:58:26","date_gmt":"2024-01-31T08:58:26","guid":{"rendered":"https:\/\/info.maccabee.com\/blog\/?p=2393"},"modified":"2024-12-18T16:32:55","modified_gmt":"2024-12-18T16:32:55","slug":"5-experiential-trends-every-brand-marketer-must-know-for-2024","status":"publish","type":"post","link":"https:\/\/info.maccabee.com\/blog\/5-experiential-trends-every-brand-marketer-must-know-for-2024\/","title":{"rendered":"5 Experiential Trends Every Brand Marketer Must Know For 2024\u00a0"},"content":{"rendered":"

Over a year ago, I was surrounded by flames. Although, not in any life-threatening or crisis communications way that a typical PR professional might anticipate. Rather, living abroad in Edinburgh before joining Maccabee allowed me to lead experiential marketing efforts for the <\/span>Beltane Fire Society<\/span><\/a>: a Scottish non-profit that specializes in putting on modern Celtic fire festivals such as the summer Beltane and winter Samhuinn events for its 15,000 international attendees.\u00a0<\/span>\u00a0<\/span><\/p>\n

My role in steering Beltane out of the COVID-19 pandemic shadows by using meaningful online and street experiences provided a perspective on the profound transformation that swept through the experiential marketing landscape. Brands faced the challenge of reevaluating event strategies in a world where physical distance and incessant doom-scrolling on mobile devices have become the norm, even though they and their audiences simultaneously appear to desire deeper forms of connection.<\/span>\u00a0<\/span><\/p>\n

In conversations with Minneapolis-based experiential industry mavens\u2014Vicki Surprise and Erik Oelke from <\/span>Clamor<\/span><\/a>, which has worked with GE HealthCare, Driscoll\u2019s, US Bank and NBC Sports, and Jim Audette from <\/span>Street Factory Media<\/span><\/a>, which has worked with Fender, Samsung and Impossible Foods<\/span>\u2014we <\/span>unraveled the challenges and predictions for how you can best use experiential marketing, including how PR could propel the industry further in its 2024 success.<\/span>\u00a0<\/span><\/p>\n

Adapting to Change in Experiential Marketing<\/span><\/b>\u00a0<\/span><\/p>\n

Experiential marketing is centered around crafting memorable and immersive experiences. However, the onset of the COVID-19 pandemic presented challenges to the industry, particularly with large events, group activations and product sampling.\u00a0<\/span><\/p>\n

How could experiential marketers provide the same in-person value with health-aware restrictions? According to Surprise, the event industry faced a critical moment. \u201cAt the time, standard experiential efforts needed to change to ensure our activations were safe and relevant during a pandemic. That\u2019s why we leaned into our mobile tours that took place outdoors, weren\u2019t reliant on events happening, and tapped into influencer kits.\u201d She emphasizes their enjoyment in now creating wherever-you-are experiences such as a <\/span>\u201cFrench caf\u00e9 in a box\u201d<\/span><\/a> to drive viewership and excitement among high-profile influencers and their followers for the upcoming 2024 Paris Olympics.\u202f\u202f<\/span>\u00a0<\/span><\/p>\n

\u201cNever underestimate the ability of a creative media kit,\u201d Audette chimes in, praising its growing importance in the industry and sharing an example of a stereo and cassette tape media kit that Street Factory developed for a partnership launch with Reebok and Cardi B. \u201cWhen a brand commits to elevating a media kit, it can really pay off. The trend of curating intimate, elaborate and exciting experiences for audiences where they\u2019re at will only continue as more consumers desire brands to make introductions that are warm, adaptable and creatively personable.\u201d<\/span>\u00a0<\/span><\/p>\n

What Does \u201cImmersive\u201d Really Mean in Experiential Marketing?<\/span><\/b>\u00a0<\/span><\/p>\n

In the ever-evolving marketing landscape, the term immersive has emerged as a powerful phrase, signaling the way your brand can connect with its audiences. For marketers, immersive experiences are crafted by deeply knowing their audience and subject matter. Making everything from physical touchpoints to messaging cues hyper-relevant to the \u2018super fan\u2019 \u2013 whether that\u2019s a fan of a particular movie, sports team, etc. \u2013 is the key. This means getting the details right and then going one level deeper to make people feel like the event was created just for them.<\/span>\u00a0<\/span><\/p>\n

Surprise agrees, mentioning experiential marketers define \u2018immersive\u2019 as consumers leaving an experience knowing more about the brand and feeling exactly what they wanted to communicate. \u201cExperiential marketing is not just renting out a bar that is streaming a show. Instead, it\u2019s making it a home for the show\u2019s fans, wherever they are. Experiential marketers need to dial into what the fans will love about the experience to meaningfully bring it to life.\u201d<\/span>\u00a0<\/span><\/p>\n

Audette adds that every layer of experiential marketing provides impact, emphasizing the power of small activations such as Street Factory Media supporting Popeyes\u2019 \u201ctaste the hype\u201d sampling activation for the brand\u2019s new Buffalo Ranch chicken sandwich. \u201cWith every component, media boxes, product sampling\u2026you\u2019re engaging multiple senses and there’s substantial power in that experience.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

Predictions for Your Experiential Marketing Success\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

Throughout the past few years, there have been new crucial elements to consider when implementing experiential marketing campaigns. \u201cThere\u2019s so many things to watch out for,\u201d Audette laughs. \u201cThe list never ends. It can be as simple as considering potential weather implications. Especially post-pandemic, from a marketer level, we need to think more proactively about the things we cannot control and have backup plans in place. For example, with the weather, do you have tents? An indoor alternative? A holistic experiential marketing design is <\/span>always<\/span><\/i> needed.\u201d<\/span>\u00a0<\/span><\/p>\n

Here are a few anticipated tactics to help you think more holistically about experiential marketing in 2024:<\/span><\/p>\n

1.<\/strong> <\/span>Deeply Understand Your Audience<\/span><\/b><\/p>\n

As mentioned above, one universal truth stands unshaken in marketing: precise knowledge of one’s audience drives success. It\u2019s evident that marketers and the brands they represent will amplify these deep-diving efforts to unearth more insight from audience data, and in turn, enhance the effectiveness of their experiential and event marketing campaigns.<\/span>\u00a0<\/span><\/p>\n

\"VickiOelke\u2019s wisdom echoes this sentiment when he shared the importance of a brand attending the right festival rather than the largest one. His words resonate deeply with my own Beltane and Samhuinn experiential marketing experiences, as these events attracted diverse niche crowds and vendors, from international tourists to practicing pagans, each with distinct event expectations and desires. To meaningfully engage, I had to understand the unique audience needs regarding Celtic introductions and ceremonial significance, in addition to knowing how everyone\u2019s purpose came together at the festival.<\/span>\u00a0<\/span><\/p>\n

Brands can craft tailor-made experiences by deciphering consumer behaviors, preferences and expectations. In essence, experiential marketing’s charm lies in how each interaction becomes a vital part of your brand\u2019s larger narrative. \u201cUltimately, I love experiential marketing because it\u2019s one of the few marketing levers that can move attendees through the entire consumer journey in one activation,\u201d notes Surprise. \u201cYou can create awareness, change perception, increase consideration, sample and trial, drive purchase and advocacy. Now that\u2019s pretty powerful!\u201d<\/span>\u00a0<\/span><\/p>\n

2. Find Ways for Flexible Fun<\/span><\/b><\/p>\n

Incorporating flexibility into experiential strategies is another holistic tactic for 2024. Brands such as Nike or Pinterest are increasingly shifting toward an audience-centric approach that offers a range of customizable activities to cater to a diverse audience\u2019s preferences. Surprise and Oelke provided an illustration from Clamor\u2019s past year, where they spearheaded an experiential marketing campaign, <\/span>\u2018Big Ten Yards,\u2019<\/span><\/a> to increase Big Ten college football viewership on NBC and Peacock. What’s particularly noteworthy about their on-campus experience was how they customized it for each Big Ten college campus, finding ways to embrace the local culture and individuality such as trucks handing out sports rivalry ice cream flavors or engaging in games on the football field. By embracing consumer power, attendees could freely shape their own journey throughout the activation and decide how to engage with Peacock\u2019s brand.<\/span><\/p>\n

 <\/p>\n

Allowing for more experience flexibility in 2024 helps experiential marketing initiatives adapt from one location to another, while also considering the unique aspects of each audience. Giving participants the ability to say \u201cyes\u201d or \u201cno\u201d to certain marketing elements also empowers them to take an active role in shaping their experiential journey and brand relationship, ultimately making their moment more memorable.\u00a0<\/span>\u00a0<\/span><\/p>\n

3. Always Invest in Authenticity Vs. Transactional Activations<\/span><\/b><\/p>\n

The shift toward creating immersive and memorable experiences carries a powerful message: authenticity trumps transactional engagements. Oelke emphasizes that attempting to overly script or treat any activation like a conventional TV campaign is a recipe for failure. Instead, the magic lies in the relatability of the experience itself.\u00a0<\/span>\u00a0<\/span><\/p>\n

Furthermore, authenticity and quality are inseparable companions when entering the experiential marketing landscape in 2024. According to Audette, the character and personality of the brand should be at the forefront of every marketer\u2019s mind. However, quality isn’t confined to grand gestures and handing out merch. Rather, quality extends to the specifics of the experience. \u201cExtending the experience through every detail is a game changer,\u201d says Surprise.\u202f\u201cFor example, our Driscoll\u2019s <\/span>Sweetness Worth Sharing mobile tour<\/span><\/a> had postcards on site where consumers could send a sweet message, and double-sized cups were offered for sharing berry sweetness with a friend as ways to reinforce the campaign message and leave lasting impressions.\u201d<\/span>\u00a0<\/span><\/p>\n

4. <\/strong>Take Risks \u2013 Everything is NOT a Spin Wheel<\/span><\/b>\u00a0<\/span><\/p>\n

Another guiding, dynamic principle for 2024 experiential marketing is clear: it’s time to go big by embracing risk and strategic innovation. Marketers should recognize that the commitment to take smart risks rather than tactical ones is a pivotal factor in driving impactful brand personalities and campaigns. For instance, Street Factory Media took food-brand novelty clothing to another level by creating a <\/span>beignet camo hoodie<\/span><\/a> to promote Popeyes\u2019 recent launch of Chocolate Beignets. <\/span>\u00a0<\/span><\/p>\n

Oelke emphasizes that successful experiential marketers understand that campaign success extends beyond the number of eyeballs reached by the brand. \u201cBrands appreciate the value of venturing into uncharted and audacious territories, creating experiences that not only stand out but also align seamlessly with well-defined goals,\u201d he says. \u201cThe approach ensures that experiential marketing remains a vibrant field, unafraid of embracing the unknown to achieve something remarkable.\u201d<\/span>\u00a0<\/span><\/p>\n

5. Whenever Possible, Leverage Public Relations\u00a0<\/span><\/b><\/p>\n

Increasingly, brands and big companies have recognized the power of experiential and event activations. Additionally, Audette sees how this can stem from how successful experiential marketing campaigns are more and more collaborative with public relations. Proactive public relations efforts can help drive an experiential marketing campaign\u2019s narrative, attendees and ticket sales by giving consumers something to look forward to. Even better, with the proper PR framework, those who can\u2019t attend an activation in person will still have their own influential, brand-engaging experience.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cWe create the experience, but can\u2019t run the machinery,\u201d he says. \u201cBy leveraging PR, we not only tie numbers to our campaigns but also ensure that the message is distributed to consumers. Through publications, interviews and video, people still have access to tune into our unique story and moment.\u201d<\/span><\/p>\n

 <\/p>\n

At its heart, PR amplifies Experiential Marketing and takes it beyond the activation footprint to push greater business results. Audette highlighted this success in Street Factory\u2019s recent <\/span>Vans apparel activation<\/span><\/a>, which had replicas of the new Vans Sk8-Hi MTE-3 shoe \u2013 in van form \u2013 travel across New York City. \u201c[Vans] easily became one of my favorite campaigns because we worked hand-in-hand with PR. That collaboration showed tangible audience engagement numbers, revealing the metrics that experiential marketing agencies and brands can get on crafting a well-designed experience.\u201d <\/span><\/p>\n

Looking Ahead to 2024<\/span><\/b><\/p>\n

In summary, your experiential marketing strategies will be most effective when you embrace immersive and holistic tactics, understand your audience, embrace flexibility, stay authentic, take smart risks, and integrate events with PR. It’s been a few eventful years of change and adaptation coming out of a pandemic, but the industry also continues to show signs of bold innovation, creativity and connection.<\/span>\u00a0<\/span><\/p>\n

Together, we’re stepping into a new year filled with opportunities to create consumer moments that evoke enthusiastic \u2018yeses\u2019 and awe-filled \u2018wows.\u2019<\/span>\u00a0<\/span><\/p>\n

\u201cWhen it comes to experiential marketing, being \u2018cool\u2019 or \u2018seen\u2019 does not always mean there needs to be a huge budget,” voices Audette. “When you give consumers something they\u2019re not expecting, similar to our Vans activation, and then proactively show them where to find it, the story holds much more power.\u201d<\/span>\u00a0<\/span><\/p>\n

To learn more about how the Maccabee agency can help with your company\u2019s experiential marketing strategies, visit: <\/span><\/i>https:\/\/maccabee.com\/what-we-do\/event-and-experiential-marketing\/<\/span><\/i><\/a>\u00a0\u00a0<\/span><\/i>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Over a year ago, I was surrounded by flames. Although, not in any life-threatening or crisis communications way that a typical PR professional might anticipate. 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