This article explores how relevant experiential marketing is for businesses to reach target consumers post COVID 19 pandemic. This is a worthwhile read for any marketing agencies, brand managers or marketing managers who are planning B2C campaigns and aren’t sure of the impact of experiential marketing in 2021. Here’s our top tips for making experiential marketing work for your business this year.
Take it Outside
Outdoor experiences are all the rage in 2021. Many people can’t wait to spend time outdoors, especially after spending months at home in 2020. Outdoor experiences have also emerged as one of the top experiential marketing trends in 2021 since many people feel more safe engaging in large, open, outdoor spaces, than in enclosed, indoor spaces. YouGov also found 44 percent of people said they’d prefer outdoor experiences. By conducting experiences outside, brands can still enjoy in-person connections while offering social distancing and plenty of natural ventilation.
Stay local
With more consumers moving out of urban areas and to the suburbs and rural regions, localised marketing will continue to become more prominent. Localised content and personalisation will be more important than ever in order for brands to strengthen the connection with their audiences. Even with travel restrictions easing, you are most likely to find your target market in the shopping centre or city centre precinct than you are in the airport. We recently collaborated with Steven Eagell group to target consumers. We arranged two promotions on the same weekend and got a fantastic result. We are delighted to be doing another 45 promotions with the group in the coming months.
Think digital first
Digital conferences also give you the opportunity to expand your reach. With in-person conferences, attendance is limited to those who are able to be there in person. But, with digital conferences, you can have attendees from around the country and possibly even the world, however with many people experiencing “zoom fatigue” after the numerous lockdowns, at Lightbulb we have found its better to use digital methods of communication to drive your potential customers to in person experiences and events.
QR codes
The pandemic has super charged the use of QR codes. Now that everyone is so used to scanning a QR code for track and trace purposes, there has never been a better time to use QR codes to direct shoppers to your website, social media platform, competition entry form or lead gen capture at your experiential event. This means you can track and gauge ROI and success of your experiential even easier.
Pop- Up Points
Experiential Marketing is all about grabbing people’s attention and introducing them to product or brand in a fun way. Pop-Up “shops” are a fantastic way to do this!
We at Lightbulb Promotions assisted SmileDirectClub, the oral care company with the first medtech platform for teeth straightening, launch of the UK’s first SmileBus - a mobile clinic on wheels.
The aim was to help get Brits smiling again following the pandemic, and to help tackle the current dental crisis in the UK.
It’s been revealed that Brits are having to travel up to 50 miles to access dental care* and with 1 in 5 still on dental waiting lists, the SmileBus toured the UK and to help Brits who are still struggling to access dental and orthodontic care throughout the pandemic, by offering a more convenient option.
We have some other showstopping ideas to promote your brands and products around the UK. Get in touch for more information info@lightbulbpromotions.com
