As brands and consumers continue to adapt to the many changes brought on by the COVID-19 pandemic, the ways we do (or don’t do) experiential marketing have remained in flux.
TMA Experience experts Mike Lozito and Alison Delzell sat down to discuss the current Experience landscape, what’s at risk for brands who don’t find ways to do Experience, and how brands can create safe experiences that still resonate with consumers.
Here are some of the highlights and key takeaways:
- Brands that don’t find ways to engage in experience now won’t be ready to do experience when the world is ready to be outside en masse again.
- Consumers are in control. The safety they feel determines the experience you produce. Brands should prepare to increase their budgets by 5-10% to accommodate new safety needs and preferences.
- Brands and marketers should use the same creativity and innovation to produce experiences as was used to produce tv shows, movies, and other content during this climate. How can we adapt to make an experience both impactful and safe?
- Brands should lean on subject matter experts to help them guide experience strategy and production during this time. Look for teams who are engaging in research, creating proprietary tools, and have a strong track record of producing quality experiences.
To read more of Mike and Alison’s thoughts on navigating experiential marketing during the COVID-19 pandemic, check out their recent blog posts:
- Consumers Are In Control, The New World Of Experiential Marketing by Alison Delzell
- Because COVID: Why Experiential Marketing Still Matters by Mike Lozito