Experiential event tech that every brand manager should be using

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Every brand manager should be using experiential event tech. You already know that.

28th February 2018
By Stacey Thompson / Project Co-ordinator

But what experiential event tech?

It’s easy to fall into the ‘big shiny new object’ trap. It’s also expensive.

That’s why we’ve put together a list of experiential event technologies that we think you should be using.

1. Augmented reality. On-pack augmented reality drives people to value-added content, which is an opportunity to strengthen engagement, build relationships and stimulate sales. And it doesn’t have to just be on-pack. Augmented reality can be used in other ways to forge links and create memorable experiences that increase awareness and generate loyalty. Zapcodes are just one way in which big brands are using this technology as an experiential marketing tool. It also gives brands access to invaluable data on customers and markets.

2. Near Field Communication. Commonly known as NFC, this technology works in a similar way to Zapcodes. By tapping a smartphone on a product label or another piece of activated branding, the consumer receives value-added content. This can be special offers, invites to secret locations or hidden playgrounds, a voucher for free food…whatever works for your brand, whatever the setting. And it can all be personalised.

3. Beacon technology. If you’re savvy, beacons can be a powerful experiential marketing tool. How many people walk past your brand every day? Beacon technology can make a connection. Whether its in-store, at a festival or at another event, when someone with your app comes into close proximity to your brand, they’re pinged a message. The message can contain a discount offer, an invite for a free drink or a loyalty reward, and all personalised. In a world where cash and checkouts are no longer needed in stores, think how powerful beacon technology is. And then there’s the data capture. It’s a perfect fit for brands who want to monitor behaviours and crunch the ROI numbers.

4. Digital printing. Personalisation is a super-hot experiential marketing trend at the moment. Just look at how Nestlé is promoting its cereals using this technology. It has been so successful for the global food and drink giant that they’ve gone back for seconds. British high-street staple Superdrug has made it an intrinsic part of its nationwide #bigpinkbus experiential marketing campaign. Other early adopters include Marmite, Coca-Cola and Nutella. Digital printing comes at a fraction of the cost of traditional printing and delivers instant brand engagement, which can establish positive buyer behaviours. Who isn’t happy to see their name on their favourite product?

5. Mobile payment. Apple, Google and Samsung have ushered in mobile payment technology and now big brands are making it part of their experiential marketing strategies. Why? Because consumer behaviour is changing: more and more people are using mobile devices to pay for things. Branded mobile payment technology is a way of strengthening brand engagement, fostering long-term relationships and behaviour patterns, and establishing brand loyalty. Personalised in-app messages can be sent offering any kind of offer, discount, invite or giveaway that fits your brand. Mobile payment technology also creates an invaluable data resource for brand managers.

Technology will always be an essential component of successful marketing, experiential or otherwise, for the simple reason that it helps your brand get and stay out in front.

But you have to use the right technology.

Want to know what experiential marketing can do for your brand? Get in touch.