A primary goal of experiential marketing is to create memories for customers that build brand awareness and loyalty. To achieve this, certain “superpowers” of human behavior must be understood and evoked to transform an event interaction into a multi-sensory experience. In this, and upcoming posts, we’ll explore six essential powers that create the noise a brand needs to be seen, be heard and be felt by audiences to propel success.
THE POWER OF HUMAN CONNECTION
Face-to-face human contact evolved as a precious commodity after living in the sterile world of the COVID pandemic. Humans crave connectivity, along with the emotional ties that interactions create. According to PQ Media1 research, in 2022 – 2026 the experiential marketing spend will outpace overall U.S. advertising and marketing spend by 3-6 percentage points. Experiential marketing events provide in-depth engagement with customers, and offer more significant returns in terms of awareness, loyalty and financial success.
Toshiba America Business Solutions, Inc. – LEAD Beyond Conference and Exhibition
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LEAD Beyond is Toshiba’s award-winning dealer show. Dealers, partners, and customers experienced the latest technology and discussed future strategy in Las Vegas. Centered around an interactive product fair, featuring Toshiba products and solutions within vertical market spaces, the event was an opportunity to demonstrate how Toshiba is helping businesses overcome workplace challenges.
Multiple events rounded out this conference: breakout sessions, a thought-leadership breakfast discussing employee hiring & retention, motivational keynote address, press dinner and sneak-peek product fair tour, VIP up-close magic event, and sponsor/ vendor dinner. All providing a conducive atmosphere for sharing best practices and connecting through shared experiences.
To learn more about how Exhibitus can ensure that you capture the power of experiential marketing at your next event, read the latest edition of Crafting Brand Experiences – The Power of Experiential Marketing.