At the start of this year, never could anyone have imagined the drastic changes that would immediately affect all facets of life as we know it. As a young executive at a global communications agency, I have relished in the fact that there is so much more to learn. A global pandemic; however, was not one of those learning moments I had anticipated. I did not anticipate something that stops me in my tracks, induces unprecedented global challenges and shakes so many industries to their core, including mine — the experiential marketing industry.
Over the past months, we have become students of the changing landscape. From virtual events to state-by-state phased re-openings to what essential workers need, we have successfully identified new societal pain points that our expertise could impact in a positive way. Not only did we identify what the future of our industry will look like for our clients now and into 2021, more importantly, we identified that our future will continuously evolve without advance notice. So, the question becomes, how can we stay ready as communicators?
Here are four ways that live experiences are shifting now and into the foreseeable future based on the work we’ve done since we first heard the term social distancing.
HYPER-FOCUSED SHIFT — Large scale festivals were shut down seemingly overnight and the new focus is on hyper-focused quality interactions that reward loyal customers and perhaps amplify in a word-of-mouth-style manner leading to inquisitive new consumers. Tiered activations like working out or dining bubbles have also seen an uptick in popularity — bringing scalability and smart, nimble engagements together during an ever-changing environment. This approach is also effective to turn on or off as states continue to move along the re-opening spectrum.
PASTIMES REINVENTED — As local governments put restrictions on gatherings and happenings, the simple pastimes and things that Americans loved were quickly reinvented through the lens of experiential marketing. In a short time, we have seen drive-in movies, “boat ups” and concerts become a sought after social activity. Parking lot events become more prevalent at big retailers like Walmart. Drive-up stands have popped up and community ice cream trucks are more popular than ever. Even pop-up pamper service activations are becoming a way in for consumers missing out on one of their favorite “treat yourself” moments and provide a glimpse into what the future could look like for these services.
CONTACTLESS TECHNOLOGY — Technology used to be centered around innovative ways to engage with consumers. The focus has shifted to how it can allow us to even attend a live experience and keep everyone safe. There are four categories where the use of technology applies. Event arrival (think virtual queue to enter), on-site safety (thermal imaging cameras), contactless engagements (AR/VR), and data collection. While some examples are not new to industry experts like QR codes, RFID or iBeacons, they are making a huge comeback in the COVID era. However, newer technology like vibrating wristbands when you get too close or gesture-recognizing vending machines are smarter options for event organizers to limit contact yet make an experience memorable.
GETTING BACK TO ACTS OF KINDNESS — Everyone can relate to appreciating things we may have taken for granted before the pandemic. We’re seeing that thoughtful acts of kindness and humanitarian efforts are more popular than ever before and brands should mobilize to enable these acts not only from the brand but from person to person. Whether it’s utilizing food trucks to deliver meals to essential workers at distribution centers or companies like T-Mobile thanking first responders with a surprise engagement, simple acts of kindness build brand affinity and establish an emotional connection with consumers.
In closing, the only thing we can count on in the foreseeable future is change. The only way we can continue to bring live experiences to consumers globally is if we adapt and do so quickly. At our core, we are communicators and problem solvers. If we can pivot our message and solve our logistical hurdles during a global pandemic, there isn’t anything that we cannot overcome to keep our industry moving forward.