March 23, 2021 • Jennifer Granozio, SVP Allied Experiential
How the pandemic changed experiential marketing
The pandemic has reinforced how much people really crave physical interaction & engagement. There is a strong desire - by both consumers and brands alike - to get back out to live events. The pandemic has only increased interest in Experiential marketing as a vital and valuable part of the marketing mix.
The necessity for virtual events has changed audience behavior. Now that consumers are comfortable attending events online, virtual events will continue to be incorporated into future activations.
Virtual events can be used to target niche audiences, so we anticipate seeing this influence physical activations after the pandemic; Brands now see the value in speaking to specific micro-communities and motivating like-minded individuals to connect with each other and their brands.",