Knowledge
How the pandemic changed experiential marketing
March 23, 2021 • Jennifer Granozio, SVP Allied Experiential
- 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.",
