What is the foundation of every positive relationship you have? According to psychologists, the experiences people have together drive genuine relationships. That is true even for a brand and its patrons. As a result, thousands of brands across the globe have mobilized to offer the best possible exclusive experiences to their consumers.

More than 73% of companies already engaged in experiential marketing are already thinking about increasing their budget in 2019. Moreover, more than 50% of new companies are considering including experiential marketing within their marketing foray by the beginning of 2020. 

The trend of experiential marketing has ushered in a new era of marketing in New York. Almost all brands, small and big, are considering offering exclusive and Instagrammable moments to their participants from across the state. One of the best aspects of experiential marketing is its ability to isolate and target specific consumer groups in a state or city. For more information, visit Roots³ Productions New York.

The three most popular trends of experiential marketing

Experiential marketing is all about reaching out to consumers within their comfort zone. That includes hosting pop-ups, shipment container (temporary) stores, and special promotional events. It is all about crafting and serving the perfect storyline to the audience that instills real emotions. 

The tech experience

Brands are including AR and VR in their experiential marketing techniques. Top-shelf names like Coca-Cola are coming up with ways to base their experiential marketing campaigns entirely on VR technologies. 

Multi-sensory environments are one of the newest and most popular techs right now. Brands like Diageo and Glade have already spearheaded the segment of event-based marketing that engages more sense than one. Pop-up for home fragrances customized for each room or crackling sounds of fire at the bar – these is subtle but significant touches that Glade and Diageo have respectively leveraged in their most successful campaigns.

In 2019, we have seen the segment experiential marketing boom and bloom. Marketers have gone above and beyond the conventional ways to include personalized data from personal devices, market surveys, and consumer behavior data to redefine their brands to target consumers.

Offering a “stayable” experience

Another popular category of experiential marketing in NY is “stayable experience.” It not only includes promotions from Airbnb where the floated an entire house, but it also includes other stayable options including boutiques, spas, and salons.

Hotel chains, spas, and resorts in New York and other states are exploring this segment without bounds. The duration of the “stay” is flexible depending upon the kind of business. However, it is the experience during the stay that is unique for each brand. For example – the campaign by W Hotels has little in common with that of Airbnb. However, both campaigns have witnessed overwhelming responses from consumers.

W Hotels came up with luxury yurts for the festival-goers during Coachella. Each yurt had personal concierge, housekeeping services, and shuttle facilities. They resembled the chain’s properties in Bali, Hollywood, and Barcelona. The campaign created an indelible impression on the target audience, and the hotel chain saw a dramatically increased presence on social media for the next quarter.  

The paid-for experience

The most popular and economic trend among NY brands is the paid-for experience. The paid-for ticketed events ensure high attendance of relevant consumers since they are already investing money and trust in the brand. However, it works best in case of brands that already have a booming audience base.

One of the top-shelf brands leading this space is Spotify. Live concerts featuring Dizzee Rascal and Giggs were immensely successful in terms of turnout and re-gramming. It was a ticketed event that featured artists and tracks based upon user data derived from the app usage. 

Delivering highly successful experiential events takes considerable research, and Spotify has set the watermark of popularity for all competing and non-competing brands from all sectors of the industry. Demographics, user experience, user preference, and ticket prices are all factors that determine if you are going to serve up the next Burning Man or the next Fyre Festival!

Over the last couple of years, almost all types of brands from all sectors are investing in experiential marketing. Now, it has become difficult for many leading companies from NY to find the right marketing agency, which has enough expertise and experience in the field. 

While a brand can head its own experiential marketing campaign without the help of a marketing team, having a few professionals can be beneficial for the brand. It is easy to cultivate the wrong image by misreading consumer data. The experts know where to look and what questions to ask before jumping into the planning and resource allocation stages.

Successful execution is a product of impeccable planning. Therefore, always invest your trust in a local experiential marketing agency that knows the market and can guide you towards indomitable popularity.