Experiences. We’re talking marketing events that radiate a WOW factor. These experiences are super hot right now because they engage emotions through the senses.
Read that again slowly: they engage emotions through the senses.
That means everything from the music that is playing at the event to the smell of the candles and the taste of the treats at the refreshment table.
(and there should always be treats)
The main point of the experience is to engage the participants by making it personal for them.
Determining the target market is the first critical step in order to provide the right type of experience for maximum engagement. Different generations have different interests. It might be a bit challenging to engage all ages at once, but it’s definitely possible. For example, one of our healthcare clients held a very successful event that mimicked a holiday shopping village, where they offered free hot cocoa and cookies, a Santa photo opp (yes, adults loved it!), a retail pop up shop, and a wrapping station. It was suitable for all ages, and received a ton of engagement from millennials to boomers!
There are a few critical components to consider when planning an experiential event:
Again, the key is to play on the senses. That’s what makes it an emotional experience for the audience.