If you couldn’t make it to the Experiential Marketing Summit, don’t worry—we’ve got you covered. Our team attended the event and brought back valuable insights that we’re excited to share.
We have three key takeaways that your team can start applying to your experiential marketing programs today, and we’re here to help.
1. Streamline Your KPIs
Brands are on a mission to determine the most crucial metrics for their experiential marketing efforts. Is it about year-over-year event or business growth, quality over quantity, positive emotional sentiment, brand awareness, impressions, dwell time, engagement, or lead generation (the list goes on and on)? The key takeaway here is simplicity : focusing on fewer KPIs allows for a sharper focus on what truly matters, leading to more effective activations. The more KPIs you have, the more you lose focus on the objectives and goals of the activation. We suggest picking 2-4 KPIs; anything more can detract from the most important metrics.
2. Leverage Advanced Technology, Especially AI
AI is no longer just a buzzword; it’s a game-changer for brand activations. Facial recognition, emotional recognition technology, and other AI tools provide brands with invaluable insights into attendee behavior and emotions. By leveraging AI, brands can craft experiences that resonate on a deeper level with their audience. These leading-edge technologies enable brands to make informed business and marketing decisions based on consumer behaviors and emotions. We have been working with our clients to help them better understand the experiences their customers want by implementing AI into their strategies — leaving our clients with deeper insights to create increasingly strategic and thoughtful marketing programs.
3. Reframe Marketing as an Investment, Not a Cost Center
It’s time to shift the mindset around marketing. It’s not just an expense; it’s an investment in the future of your brand. By investing in innovative solutions and experiences, brands can differentiate themselves in a crowded market and drive long-term success. As marketers, it’s our job to remind those around us that marketing is not a cost center—it’s an investment and must be treated as such.
We had a blast at the Experiential Marketing Summit and look forward to attending next year.
At NPARALLEL, we’re passionate about pushing the boundaries of what’s possible for our clients. We’d love to schedule a time to discuss how optimizing KPIs and leveraging advanced technology can set your brand apart and deliver greater value to your company and your audiences.