Panelists share how successful events need to be part of a holistic brand experience.
Successful experiential marketing has become more than just hosting a one-time pop-up event or providing guests with a photo opportunity.
In “Immersive Brand Moments: Designing Experiences That Captivate and Convert,” an ADWEEK House group chat presented by National CineMedia, panelists chimed in on making events stand out.
“There has just still been a lot of pent-up demand from the pandemic,” Pinterest senior director of global brand experiences Judy Lee noted. “And now, spend is fully back with a lot of brands, and it’s just a great way to extend a brand campaign.”
Shannon Simpson Jones, co-founder of brand experience agency verb., also noted the resurgence, saying of experiential marketing, “It’s back in the mix in terms of being a critical component of the overall marketing plan. We always talk about reimagining how consumers experience and interact with your brand, and it’s important to not treat it as a stand-alone tactic or an add-on after the fact, but really making it a part of the entire plan throughout the process.”
“I don’t even like it as an add-on,” Lee added. “I like it as the core of the idea.”
What’s the plan?
Comments