Top 3 Things to Remember While Event Marketing in a Pandemic
Photo Credit: UNSPLASH: Adam Nieścioruk
The human desire for unique experiences didn’t disappear when the pandemic started. As we move further into the new year, it’s important to keep the amazing aspects of live events and marketing experiences in mind.
They help brands succeed in their marketing strategy by growing brand awareness and leaving an impact on their target audiences. Even more important: Providing a memorable and immersive experience creates connections, which is something we all crave.
With the pandemic still looming over our heads, you may be hesitant or unmotivated to go ahead with your experiential marketing campaigns, but you don’t have to feel this way. As the saying goes, where there’s a will, there’s a way; luckily, the experiential marketing and event planning industry is chock-full of will.
Finding a Way in the “Worst” of Circumstances
Early last year, our team at Hitch Experiential got tasked to bring a large-scale PR stunt to life in 3 high-profile public places: Dallas, Chicago, and LA. The general COVID guidelines were very restrictive on public gatherings at this time, so your initial thought might be "there’s no way someone could have pulled this off." The task was especially formidable because we needed a lot of people to interact and talk to one another within both small and large groups.
Working with a 'safety-first' mindset (and support from a great TBS client), we proceeded to plan and address all concerns, threading the needle very precisely and making it all happen. Each decision was carefully made with safety, regulations, event performance, and the quality of the experience in mind.
I'm happy to say Hitch organized the first public events in over a year at the #SantaMonicaPier, #AT&TDiscoveryDistrict in Dallas, and #PioneerCourt in Chicago.
People loved it! Social media soared, and the stars aligned.
With all that said, here are the top three things I learned about planning during a pandemic.
#1: Each challenge is an opportunity
In a way, the experience ended up being a lesson in the fundamentals of physics: For all forces in the universe, there are equals and opposites. So, every challenge presents an opportunity for us to match it with a solution! Alongside the extra care for COVID precautions, we also always held our simple brand goals close to heart—make it BIG, make it SAFE, and make it IMPACTFUL.
#2: Just plan it!
Things are constantly changing. After all, the presence of change is one of the only things in life we can count on day-to-day. This means that there’s no reason to wait! PLAN IT! Don’t let fear of change prevent you from going for it and planning your next marketing experience or live event. There isn’t a time that is more “right” than right now.
#3: If you don’t do it, someone else probably will
Your audience is waiting for you to call… You might want to pick up the phone and dial quickly because your competitor is knocking on their door. If you don’t go forward with that PR stunt or interactive event, someone else will.
We all crave experiences. Skydiving, meeting an interesting person at the coffee shop, watching a sunset over the ocean, attending concerts and festivals, being a part of fun events, and on and on. Delivering an outstanding experience starts with an idea, a need to connect, and a desire to celebrate together. Creatively engaging with your audience is a must, because in the Experience Economy, connection drives everything.
Parting Words
Do something unique this year. If you’re trying to use live experiences to create a positive brand image and connect with your audience on a deeper level, the pandemic shouldn’t stop you as long as you prioritize safety. My mantra for 2022: THERE IS WAY! Putting a plan together is more than half the battle, so PLAN IT and set the gears in motion!