You want your corporate events to stand out, be memorable and leave a lasting impression on attendees.
That’s why brands are increasingly turning to corporate experiential events to give customers something they are unlikely to forget. And you want corporate event planners NYC companies turn to again and again to plan and execute those experiences.
Experiential events are one component of experiential marketing, which is a strategy designed to create memorable impressions for customers. It is an approach that moves beyond advertising and basic communications.
Instead, experiential marketing invites customers to join the brand in a way that’s unique, compelling, and enticing. It deepens the relationship that attendees have with the brand, bringing them closer and helping them better understand the brand and why they should be a part of it.
Here are a couple of examples.
Movie theaters have used a life-sized Barbie doll box at festivals and fairs in anticipation of the Barbie movie released in mid-2023. The life-sized booth allows you to take a picture of yourself inside a Barbie box.
Refinery29, the digital media and entertainment company, launched 29Rooms several years ago. The company billed the traveling exhibition as “an interactive funhouse of style, culture, and creativity,” allowing visitors to interact with installations and participate and engage with the art. Rooms ranged from boxing bags to singers who improvised songs based on audience members’ dreams.
What Experiential Marketing Does
Experiential marketing does several things, including allowing the brand to:
- Tell a compelling story about the brand
- Collect, measure and use customer data
- Amplify marketing through participants’ social sharing
- Allow customers to interact with and participate in events and shared experiences
- Create exclusive, unique and original events with experienced corporate event planners in NYC
Experiential marketing allows you to create an emotional connection with your event participants. They can become a part of the event and your story. They are connected to the brand instead of sold to by the brand.
How to Build a Corporate Experiential Event
Experiential events should be one component of a broader marketing strategy. To pull them off effectively, brands should:
- Establish Goals. Is the event designed to draw new customers, steward existing customers or launch a new product or service? The goals will help clarify the type of event to hold
- Focus on Brand Awareness. Your brand needs to be squarely front and center at your event. Attendees should easily be able to associate the experience with your brand
- Customize Experiences. Whenever possible and when budgets allow, customized experiences will help set the tone. Can you give each attendee a customized memento of the event on the spot? Can they build or make something to take home? These experiences establish the uniqueness of their attendance
- Find the Right Partner. 23 Layers are corporate event planners in NYC who have worked with some of the world’s largest brands, including Airbnb, Google, Tupperware and Walgreens. The right partner with the expertise in experiential events can find the perfect venue and experiences to thrill your guests
