Marketers should be mindful of attendees’ needs to optimise ROI from events

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 26, 2019, 7:28 AM UTC

Incorporating videos and product demonstrations can trigger an emotional response to brand message. 

The author advises marketers to have a solid plan to be able to leverage experiential marketing campaigns. At experiential events, marketers should be aware of customer’s needs and expectations in order to impress and convince attendees through brand messages.

B2B marketers are recommended to hold events that fit their overall marketing strategy and budget. Tradeshows being the most favoured among B2B marketers, brands can also go for mobile tours, road shows, seminars among other options.

As per marketing research cited in the article, when more senses are stimulated, the emotional responses are more impactful. Marketers should then include videos, product demonstrations and consider attendee comfort stations to optimise the ROI obtained from experiential marketing.

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