[Article links updated. Originally published on May 3, 2019.]

When we use the term experiential marketing, those of us in the industry describe it the same way: an immersive experience that shows customers how a brand fits into their lives while allowing those brands to form long-term connections with consumers.

Marketing metrics aren’t one-size-fits-all.

For proof, look at how marketers track the effectiveness and ROI in traditional campaigns versus experiential efforts. Customers encounter a traditional campaign and react to it afterward, either through a purchase or detailed feedback.

Meanwhile, experiential campaigns collect real-time feedback by observing audience reactions to design, content layout, flow, and other variables. Plus, the experiential staff is on the floor with audience members to guide them through the display — a personal touch that can amplify a client’s experience with the campaign.

As trade show attendees begin filling up convention halls once again, organizers can return their focus to creating a top-shelf attendee experience. One route brands continue to explore is trade show sustainability. According to the Global Association of the Exhibition Industry, 73% of event organizers prioritized sustainability before the pandemic. Now? That same number says their companies are taking the steps to continue making it an important initiative.

On a micro scale, the elimination of single-use plastics (straws, bottles, etc.), the reuse of recycled boxes and the embrace of urban gardens, locally sourced produce, and reduced carbon footprints represent tangible efforts toward greener practices. While these steps don’t necessarily pertain to trade show booth design, they’re indicators of a larger commitment by convention centers and trade shows to overall greener operations.

For many, the success of a trade show revolves around face-to-face interaction. With the re-emergence of in-person events, people are excited and quick to abandon anything virtual as it conjures up memories of the pandemic. And while this sentiment is understandable, maybe we shouldn't be so quick to "get back to normal." Maybe there are elements of virtual events that are more effective than what attending in person can provide. Maybe elements of virtual trade shows are worth it. 

Virtual events have been highly effective in maximizing reach — getting messages across to people unable to attend trade shows in person due to distance, time, and cost constraints. Live Q&As, virtual 1-on-1 meetings, and the opportunity to showcase your expertise with the latest trade show technology trends, such as AR and VR, are also major benefits of a virtual trade show booth.

[Article links updated. Originally published on Feb 19, 2020]

Innovative technology solutions have emerged in a number of fields, boosting employee productivity and enhancing the customer experience. In the past 10-plus years of experiential marketing, technology's influence on customer engagement has evolved almost beyond recognition.

Technology now allows customers to experience and evaluate brands on their own terms. That's why experiential marketing is important for building relationships with your audience.