Experiential marketing is expected to take off in creative, new ways in 2016 as THE category for breakthrough executions. According to Ad Age, experiential marketing is loosely defined as messaging you can touch, feel or view in a physical space. It’s on the rise in recent years as marketers of everything from cars to movies aim to make their brands a tangible presence in consumers’ lives either in person or digitally.
This is the first in a series on experiential marketing trends with predictions from some of Group Delphi’s innovators on the front lines. We begin with a look at over-arching trends on “The Business of Marketing” from Delphi’s Brett Powell, chief revenue officer:
· MARKETING BUDGETS SHIFT INTO EXPERIENTIAL – According to the Event Marketing Institute’s EventTrack study, marketers spent an estimated 4.7% more in 2013 on event and experiential. The study also indicated that experiential is growing faster for companies with more than $1 billion in total revenue, which hiked their experiential budgets 9.8% the year prior. With budgets in place for 2016, we expect to see many companies move a significant percentage of their marketing budgets into experiential. In part due to the power of a physical experience with a brand, experiential will see increased marketing dollars behind it.
· CUSTOMIZE, CUSTOMIZE, CUSTOMIZE – Companies looking to differentiate their physical interactions with clients and prospects will need to customize their approach to stand out. This includes taking a multi-dimensional approach to traditional corporate marketing such as trade shows as well as other branded experiences such as pop-ups, corporate sales and training facilities, corporate museums and events.
· PARTNERING WITH MARKETING AGENCIES – Marketing agencies are embracing experiential, providing strategy and design services while partnering for actual production and fabrication. These partnerships for collaboration will offer agencies and their clients access to Group Delphi’s breadth and depth of services for flawless delivery with each discipline executing to their strengths. At the Fort Wayne facility, for example, Group Delphi has demonstrated its ability to scale from 2,500 to 11,000 production hours for a client with a tight deadline with just three day’s notice. With the fine-tuned resources of a 42,000-square-foot production space and the ability to employ makers 7 days a week, Group Delphi is poised to offer the production and fabrication expertise that agencies need to tackle national and global exhibits that others felt were impossible.
Check back for more 2016 predictions and trends in the coming weeks.