Event-based marketing is evolving rapidly, and as consumer behaviour shifts dynamically, standing out has become both difficult and rewarding. Now is when businesses have to implement creative means whereby their brand stands out and stays in people’s minds. Here’s how you can make your brand stand out with event-based marketing this year.
1.     Incorporate Hybrid Marketing
Hybrid events combine physical and virtual experiences and have grown considerably since the pandemic, dominating event marketing. Once events shifted to a virtual format, organisations soon realised several benefits were not available during in-person events. Here are some of the benefits virtual events offer and how you can implement them:
- Host annual conferences as a hybrid event, offering virtual attendees the chance to participate in live design challenges and interact with speakers to widen their reach and deepen engagement across all participant levels.
- Since the participants can join the event from their homes, they save money on transportation, accommodation, food, and entertainment.
- Use high-quality streaming platforms and interactive tools like live polls and Q&A sessions to keep your virtual audience engaged.
- Tailor content for both virtual and in-person attendees. For instance, provide exclusive content or behind-the-scenes footage for virtual participants.
2.     Creating Immersive Brand Experiences
Immersive brand experiences at events are a differentiator. Augmented reality and virtual reality have become ways to engage attendees and create long-lasting impressions through innovative interaction. For example, A furniture company might set up VR stations for people to virtually assemble and view their products within a realistic room environment to see how the furniture fits into their space. Hands-on product demos could also be provided; for example, a skincare company could use AR mirrors to allow attendees to see what certain products look like on their skin.
Sensory branding further enhances these experiences by appealing to all five senses, creating an integrated experience of one’s brand, fostering emotional connections, boosting recall, and differentiating your brand from competitors. The VR market is expected to grow by more than $22 billion U.S. by 2025, underscoring the lasting impact of immersive technology on brand experiences.
3.     Utilise Eye-catching Event Decor
Even on small budgets, large and eye-catching event decorations make a massive success statement and capture attention. One practical way for your company to do this is by customising tradeshow balloons with your brand logo and colours. The balloons are dynamic, adding to the visual aesthetic of the event, while at the same time, attendees can enjoy them.
- Place the balloons in key areas, such as entryways, product display areas, and podiums, to ensure instant visual attention.
- Add interactive elements, such as balloons that light up or change colour, to further enhance engagement, making the decor both visually appealing and participatory.
- You can consider embedding balloons with QR codes to direct attendees to an exclusive promotion landing page, seamlessly blending decor with a functional marketing tactic.
There are several benefits to this kind of decoration, such as elevating brand visibility, creating share-worthy content, and, at the same time, turning a plain decorative element into an interactive tool that can create interest and lead to sales or leads.
Endnote
Effective event marketing in 2024 requires creativity, technology, and participation. Delight your audience with surprising hybrid events, immersive experiences, and striking decor. As consumer expectations evolve, so should your marketing approach. Integrate these tips to elevate your brand’s presence at any event and drive meaningful connections with your audience.
