No longer spectators, audiences expect to be part of the action. Immersive marketing techniques allow engagement at every element of an event.
Not every event has the Hollywood movie budget to allow a completely theatrical and immersive experience, however there are three easy tools that can be deployed that will boost the audience’s engagement at events.
Today, most brands recognise event marketing as an integral part of their integrated marketing portfolio; deepening relationships that have been built in person, online, on devices and through interactive media. And the proven result is that brand awareness skyrockets!
Branding an event is about keeping your key messages clear, and in the mind of your attendees. You want them to remember the call to action and the company or product name long after they’ve left, so you can get the best return on your investment. That’s why it’s vital that any logo or naming is prominent throughout the event experience – prior to arrival, through the event itself, and at any other additional events such as dinner or awards presentations.
Your options have increased from the standard vinyl banners and signs, to now an almost unlimited palette of tools, so take advantage of the latest physical, social and digital opportunities to engage your audience.
Immersive marketing is about creating an experience that totally captures your attention and digital techniques have all the power here. They’ve become the new black, offering a number of high-powered, large-scale projectors, projection mapping and flat panel displays that can catapult brands front and centre.
LED walls, pixel mapping and digital signage are all techniques that can surprise and delight your attendees, and leave a lasting impression.
The best way to define what makes an experience immersive is to see how it differs from non-immersive events – does the branding interrupt the flow of the event? Do the messages feel clunky or forced? An immersive event will seamlessly and imperceptibly integrate the brand into every element of the event so capture your audience’s attention and let them create a buzz for you online.
Create snap-worthy physical experiences and attendees will be dying to share the content with their friends and colleagues on social media.
If you can convince your audience to post the event’s content to their networks using your company or event’s hashtag, incorporating your graphics and spreading your message, then you will have gained some of the most valuable endorsement possible – word of mouth.
This sort of two-way communication can be achieved by integrating Event Tweet, an event engagement tool by Staging Connections, into your event. It encourages attendees to get involved and become an integral part of the event, thus immersing them in the event from a social perspective.
There’s still a huge range of applications for tangible, three-dimensional objects to support your message, and depending on your event, budget and brand they can sometimes be more effective than their digital equivalents. People absorb and retain information from a book differently than a screen, and different people respond to various mediums, so cover your bases using physical displays as a solid reinforcement of your brand that can be touched and shared in way that an electronic image can’t be.
Event Backdrop by Staging Connections is built by stretching custom-printed nylon across a high-tech aluminium frame and comes in a variety of standard sizes so you can surround and immerse your audience in visual displays from $2500.
While a product launch featuring 3D projected aliens jumping out of a caravan may be an immersive experience, consider whether or not your event requires stunt theming, or whether you can tailor the three marketing strategies listed above to create an experience that immerses your audience in the brand and key messages of the event.