Articles that hone the fundamentals of experiential marketing, and articles that take those skills to the next level. Stories on the latest uses of technology, but also stories that emphasize the human approaches of live marketing. How experiential is being applied in hyper-growth industries, and things we can all learn from wildly different ends of the experiential spectrum. These are the top experiential marketing stories of 2019 on Group Delphi’s Experiential Marketing Blog.
Elevating Experiential Marketing
Given that we write with the professional experiential marketer in mind, it wasn’t a surprise to find that several of our most-read stories dealt with taking event marketing skills to a new level: reaching new generations of consumers, exhibiting your brand values, and going beyond standard advertising to create a truly artful experience:
Cause Marketing Goes Experiential: How Brands are Inspiring Social Action — Cause marketing is no mere fad: 85% of consumers say they are likely to switch to a cause-branded product, and that number is even higher among millennials. Brands looking to have real-world impact are naturally bringing their campaigns out into the real world through their experiential marketing.
Thinking of Your Brand Storytelling as an Experience — “Storytelling” might be starting to attract a whiff of cliché in marketing circles. Cliché or no, we talk about it because it works — but not necessarily in the way you might think.
Art vs. Advertising: Street Art Meets Experiential Marketing — Can advertising ever be art? Can art ever be advertising? Is it possible that the gary area between the two is more powerful than either alone when it comes to effective experiential marketing?
Tools of the Trade
A successful show isn’t thrown together: a lot of little things have to go right, and that takes planning, experience, and a hefty dose of adaptability. Not surprisingly, it also takes some reading and research to learn the road-tested tips and tricks that keep us at the top of our game, show after show.
7 Work-Life Balance Tips for Experiential Marketing Pros — We talk a lot about human approaches to trade show marketing, understanding the needs of the person you’re dealing with not just their business. But there’s another person in that conversation: You. How to make sure your own needs are being met while living the experiential life.
Everything You Need to Know About Trade Show Signage — No company exhibits at events to be ignored, so good, effective trade show signage is critical. Yet, all too often, only a handful of signs at any given show will stand out. What did they do right?
The Top Trade Show Venues in US Cities: An Experiential Marketer’s Guide — If you’re planning a trade show in the US, your choices are many, but not easy. Venues, labor regulations, accessibility. This guide will help you narrow down your options (and our guide to regional trade show labor will help, too).
Staying on Top of Tech
Even if your goals are the same year-on-year, the technology marches (and sometimes leaps) forward. We all enjoy a cool new piece of tech, but what really matters in experiential marketing are the new tools that help us stand out and create memorable connections with customers.
Digital Content at Trade Shows: How to Up Your Game — As we point out in our Top Trade Show Booth Design Trends for 2020 article, every element of a booth has the potential to be a display. Just because you can, doesn’t mean you should: A display needs content, and content needs a clear strategy.
Augmented Reality for Experiential Marketing: Key Insights — You’ve heard this line before: augmented reality is the next big thing. The challenge has always been less about the technology itself, and more about its application. Costs and time are still a barrier, but real-world, practical uses of AR are proving its value in the experiential world.
The Broader Experiential World
Museums, retail stores, restaurants, parks, and pop-ups — the principles of experiential design can be applied to any space where people interact. You can learn a lot by seeing how others are innovating in your industry; you can learn even more when you break out of your bubble.
Cannabis and Experiential Marketing: Opportunities for a Challenging Industry — All young industries face growing pains, but none quite like the cannabis industry in the US facing a patchwork of ever-changing regulations, a century of stigma, and a curious but uninformed customer base. Experiential marketing, both at live events and in retail environments, is helping cannabis come into its own.
What Can Experiential Marketing Learn from Museum Exhibits? — How is a museum like a trade show? This isn’t a riddle, it’s a worthwhile question. Both seek to inform and inspire live audiences, but, because they exhibit constantly and have to plan for durability, museums have some key insights that can help trade show marketers design better experiences.