3 EXPERIENTIAL MARKETING TECHNIQUES TO EMBRACE IN 2021
Before the pandemic, brands were investing in the consumer experience more than ever. Pop-up shops, interactive ads and more helped brands deepen their connections with customers, which is critical because nearly three out of four consumers believe real-life connection is essential to companies’ success. But it all came to a halt with the pandemic’s limitations on in-person gatherings.
When quarantine and social distancing restrictions became the new normal, the events industry faced two choices: adapt or sink. Industry professionals quickly traded in-person events for digital experiences, such as virtual workouts and online cooking classes, that provided attendees with entertainment and community during a time of separation.
Other companies chose a different route. Instead of hosting large events for lots of people online, they brought unique live experiences to individuals. Walmart, for example, created a trunk-or-treat Halloween event for a family and then shared it on its social media. According to Digiday, the retailer is spending more on experiential marketing now than ever before.