How to Engage Attendees at Your Next Conference Using Experiential Marketing
Covered in this post—Experiential marketing trends to try:
We are finally in the post-Covid era where conferences are being planned again and people are ready to start meeting in person and attending events. Conference planners know that engaging attendees and providing memorable experiences are key to a successful event – and utilizing experiential marketing can help achieve this.
But what exactly is experiential marketing and how do you incorporate it into your upcoming conference or event? You may think experiential marketing is too out of reach and is only for large corporations with large budgets, however there are smaller ways you can utilize it that you may not have thought of.
Essentially experiential marketing is a marketing strategy that immerses consumers within a product or brand and engages them – allowing them to experience the brand.
Here are some of the top experiential marketing trends we are seeing at events this year:
1. Have a photo booth or photo station.
People love having fun opportunities to have their photos taken and share them on social media. Why not set up a fun photo station with a step and repeat featuring the event and/or company logo? Add some props or other fun ways to liven up the photos. On-site printing is a great option so people have their photos right away, and make sure to also have an easy way to provide a digital version so they can instantly share their photo on social media – as well as the excitement around your event. This also might be a great opportunity to have a headshot station for your staff or attendees. Think outside the box and come up with creative ways for attendees to be excited about attending your event and sharing their experiences with others.
Check out how American Marketing Association and SilkRoad Technology were able to provide great photo backdrops for their conference attendees:
2. Showcase your products with demonstrations and samples.
One of the best things about in-person conferences or events is the opportunity for consumers to see, touch, feel or taste actual products in person. People want to feel a connection with your brand. This is a great time for companies to have their latest products on display, give samples if available, and provide experiences for attendees to learn more about and experience their brand in a tangible way. Provide demonstrations showing how to use a product and explain the best features and what sets it apart from competitors. This is also a great opportunity to have a professional corporate photographer capture compelling product shots for you to use in upcoming marketing materials or promotional campaigns.
Check out how Hennessy was able to highlight their products and provide captivating tasting experiences for their attendees, and how Esquire Magazine was able to have an event at a location spot-on with their brand:
3. Incorporate a charitable component.
Providing a charitable activity for event attendees to participate in provides them with a memorable and meaningful experience they can feel good about. They will associate that goodwill feeling with your company and your brand and this will go a long way in their future purchasing decisions. Don’t just promise to donate a percentage of event proceeds to a particular charity – actually involve your attendees in an activity where they will be able to participate and make a difference. Why not promote the charitable activity in advance and have attendees bring donation items with them? A great example would be to have attendees bring travel toiletry items with them. Then, have your company donate bags and additional items, and then all event attendees (including sponsors and staff) could help compile care packages for those in need. Another idea would be to have a list of possible charities that the event will donate to, and have attendees participate in an activity to help decide on which ones they will be. Including attendees in whatever charitable good you are doing at your event will make sure they will be invested in your efforts, and they will feel good about the time they spent at your conference. Including footage or photos of these activities in future marketing campaigns or social media promotion will also help expand the reach and impact the charitable act has.
Check out how Hyundai was able to support children with cancer with their Hope on Wheels 5K event, and how the Chicago Lights Gala of Hope was able to help disadvantaged youth:
4. Add unique experiences that align with your brand.
One of the best things about in-person events is providing fun, unique experiences for your attendees. Brands who can provide immersive experiences and create meaningful relationships with their clients and partners will be able to differentiate themselves from their competitors. Think about what makes sense for your company and plan agenda items that will be memorable and will showcase your brand in the best way possible. This might mean hiring a fun band or live entertainment that matches the personality of your brand. Think about ways you can incorporate your company colors or logos into any experiences you plan – professional photos you get from these events will be great to use in your marketing moving forward.
Check out the immersive experiences Heineken and Oracle were able to provide their event attendees:
Now more than ever, consumers are seeking out experiences and ways to engage and make connections. As you are planning your next conference or event, think about ways you can add experiential marketing elements into your agenda. This will ensure your attendees are invested in your brand throughout the entire event, and those feelings will stay with them long after it is over. Also make sure to think through your post-event follow-up plan. It is important to have emails and contact information collected as people register, so you will be able to send out a thank you email or correspondence as soon as the event is over. Photo highlights or event sizzle videos covering all your experiential components are perfect to include and will ensure the memorable experiences they had at your conference stay top of mind for months to come. This will also make it easy for them to share the highlights from your event. People make purchasing decisions based on their emotions, so providing positive interactions and experiences with your brand will go a long way.
Have an event coming up and want to see how a professional conference photographer could help? Mark Campbell Productions is a professional Chicago conference photography team ready to take your event to the next level. We love immersing ourselves in your conferences, trade shows and events. Let us capture candid and compelling images that generate both buzz and excitement. Our team is skilled at catching your attendees, speakers and sponsors at their best moments and documenting the highlights of your event.
We offer several conference packages and can create a customized package based on your event needs. Contact us today for a free custom quote and let us partner with you to be the full-service conference photography partner for your next corporate event.