InSight Marketing & Brand Services’ Post

There’s a first for everything. This week, it’s a first for me being quoted as an experiential expert. Have a read for my thoughts on how brands can measure the effectiveness of their experiential activity.

Reach Your VIP Customers Where They Are: Unexpected Event Activations for Beauty Brands 📣 💡 I was inspired to share this post after reading Glossy's research on "Field marketing tactics are bringing much-needed exposure to young startup brands" as it's right in line with an out of the box space I am hosting at an upcoming consumer festival this coming weekend. In today's competitive landscape, beauty CMOs and founders need to think outside the traditional marketing box. Smart CPG brands are finding innovative ways to engage with their target audience by showing up in unexpected places. This fall, consider shifting your focus from generic pop-ups to immersive experiences at large-scale events. Here's why: ⚡ Direct access to affluent consumers: Events like music festivals, food and wine festivals, and art exhibitions attract a high concentration of your ideal customer. ⚡ Reduced competition: By strategically selecting events outside the saturated beauty space, you can stand out and capture undivided attention. Brand love before retail launch: Generate excitement and build a loyal following before your products hit retail shelves, ensuring strong sales velocity from day one. ⚡ Cost-effective brand building: Leverage the built-in foot traffic and buzz of large events to gain exposure that would be costly to replicate through traditional marketing. ⚡ Experiential marketing at its best: Create memorable experiences that forge deeper connections with consumers through product sampling, education, and personalized interactions. ⚡ Data capture opportunity: Gather valuable demographic information and insights from potential new customers. Key Takeaways for Beauty Leaders: 💡 Think beyond pop-ups: Explore alternative event activations to reach your target audience in unique and engaging ways. 💡 Prioritize experiences: Create immersive experiences that resonate with consumers and foster brand loyalty. 💡 Go where your customers are: Identify events and venues that align with your brand values and attract your ideal customer. 💡 Partner strategically: Collaborate with event organizers and complementary brands to maximize your reach and impact. 💡 Measure your results: Track key metrics to assess the effectiveness of your event activations and optimize your strategy. What are your thoughts on this? Do you think going outside traditional pop-ups and beauty events can deliver more value and ROI? 🤔 #beautymarketing #CPGmarketing #experientialmarketing #eventmarketing #brandactivation #consumerengagement #beautyevents #beautyfounders #beautyCMO #marketingstrategy #eventplanning #luxurymarketing #beautyindustry #marketingtrends #beauty #cosmetics

More and more brands are realising the power of the pop-up, and here’s why 👇 Event marketing has seen a huge increase in popularity, shown in the IPA (Institute of Practitioners in Advertising)’s quarterly Bellweather report. Young people are looking for REAL #experiences, and the online market is just too crowded to cut through. The Drum asked our very own Experiential Expert and Strategy Director, Joanna Barnett, to give her take on how to measure the effectiveness of experiential marketing... “Exactly what you measure and whether the #activation is deemed a success will depend on the objectives and KPIs set at the start and whether it achieves them." Have a full read of the article below 👇

In 2024, the landscape of brand experiences continues to evolve. Today’s consumers have more ways to interact with brands than ever before, with most services only a click or a swipe away. However, consumers continue to crave in-person experiences. The Q1 2024 IPA Bellwether Report shows how 'Events' was the stand-out category, with budgets expanding at the fastest rate on record. 2024/25 is expected to be another strong year, with a robust net balance of +18.7% of survey respondents anticipating an uplift in spend compared to the previous financial year. So, what is it about events that makes them so influential? And how can they elevate a brand to build meaningful connections? Events and Activations Director at IMA-HOME, Lucy Tant, takes a look: https://ow.ly/5yZe50RqoHJ

In 2024, the landscape of brand experiences continues to evolve. Today’s consumers have more ways to interact with brands than ever before, with most services only a click or a swipe away. However, consumers continue to crave in-person experiences. The Q1 2024 IPA Bellwether Report shows how 'Events' was the stand-out category, with budgets expanding at the fastest rate on record. 2024/25 is expected to be another strong year, with a robust net balance of +18.7% of survey respondents anticipating an uplift in spend compared to the previous financial year. So, what is it about events that makes them so influential? And how can they elevate a brand to build meaningful connections? Events and Activations Director at IMA-HOME, Lucy Tant, takes a look: https://ow.ly/5yZe50RqoHJ

In 2024, the landscape of brand experiences continues to evolve. Today’s consumers have more ways to interact with brands than ever before, with most services only a click or a swipe away. However, consumers continue to crave in-person experiences. The Q1 2024 IPA Bellwether Report shows how 'Events' was the stand-out category, with budgets expanding at the fastest rate on record. 2024/25 is expected to be another strong year, with a robust net balance of +18.7% of survey respondents anticipating an uplift in spend compared to the previous financial year. So, what is it about events that makes them so influential? And how can they elevate a brand to build meaningful connections? Events and Activations Director at IMA-HOME, Lucy Tant, takes a look: https://ow.ly/5yZe50RqoHJ

In 2024, the landscape of brand experiences continues to evolve. Today’s consumers have more ways to interact with brands than ever before, with most services only a click or a swipe away. However, consumers continue to crave in-person experiences. The Q1 2024 IPA Bellwether Report shows how 'Events' was the stand-out category, with budgets expanding at the fastest rate on record. 2024/25 is expected to be another strong year, with a robust net balance of +18.7% of survey respondents anticipating an uplift in spend compared to the previous financial year. So, what is it about events that makes them so influential? And how can they elevate a brand to build meaningful connections? Events and Activations Director at IMA-HOME, Lucy Tant, takes a look: https://lnkd.in/dkErYzHb

With brands upping their budgets on event marketing this year, they're also looking at how to measure the ROI of in-person experiences. Featured in The Drum, our Chief Strategy Officer, Tom Gray, explores how we measure success through depth and reach. The deep engagement from those who attend in person and the broad reach you achieve from people talking about the event as a newsworthy moment in time. "Research shows a correlation between the time spent with brand and favourability. By creating a standard metric of engaged minutes, marketers can compare time spent with brand across any marketing activity, from a few seconds in the case of OOH to minutes and even hours in the case of experiential. Additional qualitative measures, such as surveys and Net Promoter Scores, can be used to validate the impact amongst attendees." Click here to read more. https://im.ag/4aVHJw0 #ImaginationGLBL #TheDrum #eventmarketing #brandexperiences #experientialmarketing #ooh #marketingroi #b2c #marketingbudgets

SXSW 2024, Part Two: From Porsche to Shipt, Six Activations Making Headlines: In part two of our live coverage from SXSW 2024, we bring you six more steal-worthy event and experiential strategies spotted during our travels around Austin. From lounges to guerrilla campaigns to brand immersions, here’s what caught our attention. (Read part one of our coverage here, and stay tuned for our full field report.) Related Stories: Live from SXSW 2024: […] The post SXSW 2024, Part Two: From Porsche to Shipt, Six Activations Making Headlines appeared first on Event Marketer.

Bringing your brand to life is what we do ✨ So grateful for the opportunity to elevate this amazing Woman-Owned business through experiential marketing. The recipe? Branded Beauty Brunch 🧑🏽🍳 Custom Design & Aesthetics 🧑🏽🍳 Delicious Brunch Hors d'oeuvres & Mimosa Bar 🧑🏽🍳 Curated Shopping Experience 🧑🏽🍳 Mini Manis, Pedis & Facials 🧑🏽🍳 Custom Photo Wall 🧑🏽🍳 Curated Music Selection, Swag Bags & more ✨ Experiential Marketing is one of the most powerful ways to engage your current & prospective client base, build brand loyalty and grow your business. 2024 Key Metrics and Trends: High Success Rate: Experiential marketing has a 38.34% success rate, outperforming other marketing channels like digital advertising (19%). Increased Purchase Intent: Around 9 in 10 consumers express a love for experiencing products and services, and 85% are more likely to buy after attending a live marketing event. Enhanced Brand Loyalty: 40% of customers report increased brand loyalty due to experiential marketing, and 70% become repeat customers after experiencing a brand. Deeper Engagement: 90% of marketers believe experiential marketing boosts engagement, and 75% of marketing conference attendees feel more connected to brands post-event. Social Media Amplification: 96% of millennials share photos or videos from brand experiences, with 86% of recipients engaging with this content. Have a vision for your brand? Let us help you bring it to life ✨ #ExperientialMarketing #BrandedEvents #EventPlanner