Tech brands turn to creative live events and activations to entice consumers
Implications - Even with access to online reviews and word-of-mouth via social media, consumers still benefit from actually interacting with products and services. Understanding this, tech brands are introducing out-of-the-box live events and brand activations that allow consumers to experience what they have to offer first-hand. Not only does this hands-on approach to marketing communicate faith in the product, it also seems like a generous way for brands to connect with new consumers.
Workshop Question - Is there room for your brand to incorporate hands-on experiences with your products or services for customers to get a better understanding of your offerings?
Trend Themes
1. Experiential Marketing - Consumers are attracted to unique live event experiences and brand activations that offer a hands-on experience with a product or service, proving effective in building brand fandom and connecting with consumers on a personal level.
2. Immersion Retail - Tech companies are setting up immersive retail spaces that allow consumers to experiment and interact with their products first-hand in an engaging and mess-free environment, leading to memorable and positive retail experiences.
3. Virtual Reality Events - Entertainment and tech brands are launching underground gaming events and immersive pop-up spaces that offer people a chance to experience virtual reality games and products months ahead of official releases, with the aim of building hype and exciting interest.
Industry Implications
1. Retail - Tech and entertainment companies can improve engagement and sales by creating immersive retail spaces that allow consumers to experience their products first-hand and provide a unique shopping experience.
2. Marketing - Brands can build stronger relationships with their audiences by offering experiential marketing, connecting with consumers on a more personal level and demonstrating faith in their products through unique live event experiences.
3. Gaming and Entertainment - Gaming and entertainment industries can excite consumers and generate interest by launching underground gaming events and immersive pop-up spaces that feature VR games and products ahead of official releases.
