IPA (Institute of Practitioners in Advertising)’s Post

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

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

🌊 Why Brands Should Dive into the Mahakumbh Mela 2025 🌊 The Mahakumbh Mela, one of the largest human gatherings in the world, is more than a spiritual event—it's a melting pot of cultures, aspirations, and emotions. For brands, it represents an unparalleled opportunity to connect with millions, create memorable impressions, and leave a lasting impact. Here’s why Mahakumbh Mela 2025 should be on every brand’s radar: 1. A Massive Audience with Diverse Demographics With over 400-450 million expected attendees, the Mahakumbh brings together people from every walk of life—urban and rural, young and old, traditional and modern. This rich demographic diversity allows brands to tailor their messaging to resonate with multiple segments, making their campaigns highly effective. 2. Deep Emotional and Cultural Connection The Mahakumbh is a symbol of faith, tradition, and renewal. Brands that tap into these values can create campaigns that strike an emotional chord. Aligning with the event's essence can elevate brand trust and loyalty, showing that your brand understands the cultural pulse of India. 3. High Visibility with Limited Competition Unlike mainstream digital or urban campaigns, the Mahakumbh offers a relatively untapped landscape for marketing. Whether through on-ground activations, innovative installations, or targeted digital campaigns around the event, brands can stand out in an environment where competition isn't as saturated. 4. Integration of Tradition and Technology Today's Mahakumbh is not just about tradition—it's a tech-enabled event. With widespread internet connectivity and a social media-savvy audience, brands can amplify their presence through real-time content, geo-targeted ads, and engaging experiences that go beyond physical boundaries. 5. Social Responsibility Meets Brand Value Associating with Mahakumbh initiatives, such as clean water drives, eco-friendly campaigns, or safety solutions, can reinforce a brand’s commitment to societal well-being. It’s an opportunity to do good while enhancing brand equity. How Can Brands Capitalize? On-Ground Campaigns: Creative stalls, branded amenities, or experiential zones that provide utility or joy to pilgrims. Digital Amplification: Live streams, interactive posts, and influencer collaborations can extend reach beyond physical attendees. Sustainability Initiatives: Partnering with environmental or social causes to leave a meaningful footprint.

I imagine I won’t surprise anyone with my statement that experience marketing has become a crucial tool for brands looking to create deep and lasting emotional connections with their customers. However, like any other marketing strategy, its effectiveness can vary considerably depending on the cultural context in which it is applied. This is precisely where cultural differences can influence how brand experiences are perceived and responded to, and why marketers must do everything necessary to ensure that companies adapt their approaches to the specificities of each market. In this article, I will explain how experience marketing varies in different cultures, offering a detailed analysis of the implications and best practices that global brands should follow to address and establish themselves in new markets. https://lnkd.in/dhgFhEGE #marketing #experiences #experientialmarketing #markets #culture #strategies #brands #luxury #luxurymarkets #marketingstrategies

Part 1 of 2: In experiential marketing, both brand recognition and brand visibility play crucial roles, but they represent different aspects of consumer engagement and perception. Let's dive in. Brand Recognition: 🚀 This refers to the extent to which consumers can identify a brand based on its attributes, such as logo, slogan, mascot or product design. In experiential marketing, the goal is not only to make the brand visible but also to ensure that consumers remember and recognize it positively. Brand Visibility: 👀 This refers to the prominence or exposure of the brand in the marketplace. It encompasses the reach and frequency of brand interactions with consumers. While brand visibility is important for initial awareness, it's not sufficient on its own to build strong brand recognition. So what one is more important? Brand recognition is typically considered more important than brand visibility in experiential marketing. While brand visibility is crucial for initial awareness and attracting attention, brand recognition goes a step further by fostering a deeper connection with consumers and the community. Here's why brand recognition takes precedence: 1️⃣ Long-Term Relationship Building: Brand recognition lays the foundation for long-term relationships with consumers. When consumers recognize and remember a brand positively, they are more likely to engage with it repeatedly, leading to brand loyalty and advocacy. 2️⃣ Differentiation in a Crowded Market: In today's saturated marketplace, standing out is essential. Brand recognition helps a brand differentiate itself from competitors by establishing a unique identity and positioning in consumers' minds. 3️⃣ Trust and Credibility: Recognizable brands are often perceived as more trustworthy and credible. Consumers are more likely to trust and purchase from brands they are familiar with and have positive associations with. 4️⃣ Driving Purchase Decisions: Ultimately, the goal of marketing is to drive sales. Brand recognition plays a significant role in influencing purchase and user decisions. When consumers recognize and trust a brand, they are more likely to choose it over competitors, even if it means paying a premium. While brand visibility is important for attracting attention and generating interest, it's the establishment of brand recognition that leads to meaningful engagement, loyalty, and ultimately, business success in experiential marketing. Therefore, while both are essential, prioritizing efforts to build strong brand recognition yields greater long-term benefits. #experientialmarketing #brandmarketing #communitymarketing #marketing #strategy #brandrecognition #brandvisibility #opentowork

This week in Culture Wire we talk about some of the brand activations at Coachella 2024 that perfectly demonstrate the different roles brands can play to engage fans, regardless of your category.  🎟️ Ticketing access just doesn’t cut it anymore - not when everyone’s got a limitless Culture Wallet and the number of presale/reserved sale windows is expanding. What is a Culture Wallet? It is the fan’s willingness to spend whatever it takes to see their favorite artist perform. It’s time for brands to start thinking how they can stretch their partnership to enable greater access to merch and enhanced on-site experiences. Simple approach, big results. See: Amex @ Coachella. 🧬The lines for cultural consumption continue to blur and fans are increasingly gravitating towards events that enable more ways for them to experience their favorite performers and or passion points. This blending of culture grants more “unlikely” brands permissibility to play in uncharted terrain. 💡There’s no one size fits all approach when it comes to sponsorships and activations - but that’s the beauty of it. It’s important for brands to develop a more comprehensive, well-rounded strategy. This entails clearly defining the role they would like to play, building an a strong and ownable platform and identifying the right partnerships and activations that will bring this strategy to life.    💯 Longevity matters. Sure, Coachella might’ve brought some first-time brands the exposure they needed, but the fact remains that a larger chunk of their partners are returning brands that have cemented their presence in the cultural space through various, sustained efforts. Amex has been at Coachella forever Brands are often asking - who is the next big act coming to town? Wrong question. The right question to ask is what role do you want your brand to play in the lives of the consumers? With that as a starting point, we craft an approach that meets that need. Brand role should drive strategy, not the name of the act. Feel free to reach out if you'd like to chat more about the success we've enabled for clients in the last 8 years of conceptualizing and delivering cultural programs across the region. Culture Group Pte Ltd Catherine Rozario Angela Obaldo Twila Marie Bergania-De Vega Syahid N. Jake Victorio Teri Foong Doug Scott https://lnkd.in/gxWD37sE

40% of consumers find their loyalty to a brand increasing after a well-executed brand activation. We love to approach #brandactivation with a community building point of view, which means those sentiments last well beyond the activation. That’s the power of community. https://lnkd.in/dtpsHEQs #ALB #branding #customerloyalty #experientialmarketingteam

Why aren't your brand activations resonating as they used to? Let's deep dive into the evolution of consumer engagement—because it's not just you noticing the change, we all are. In the ever-evolving landscape of experiential marketing, staying ahead means understanding not just where your audience is but also how they want to interact with your brand. Gone are the days when a simple sample giveaway would suffice. Today, consumers seek experiences that are not only immersive and Instagram-worthy but also deeply personal and reflective of their values. Branded food truck activations stand at this intersection, offering a unique blend of novelty, convenience, and personal touch that can turn a casual onlooker into a loyal customer. But here's the catch: It's no longer just about showing up with your branded truck at high footfall areas. The key is creating an experience that speaks directly to the tastes (pun intended) and preferences of your target demographic while also ensuring sustainability and community impact considerations are front and center. Think local sourcing, partnerships with local chefs or artists, and menu items that tell a story or celebrate community heritage. As we look towards the future of branded activations, let’s challenge ourselves to think beyond the truck. How can we leverage technology to enhance these face-to-face interactions? Could AR menus or mobile-app driven loyalty programs be the next frontier in making these engagements even more memorable? I'm eager to hear from fellow marketing professionals - how do you see food truck activations evolving in our post-pandemic world? What strategies have you found most effective in driving not just foot traffic but meaningful engagement? Let’s cook up some fresh ideas together!

Thanks for starting this discussion, Andrew G! You're absolutely right, the experiential marketing landscape has shifted. Food trucks offer a perfect platform for authentic connections. Local sourcing, collaborations with community figures, and unique menus that tell a story all resonate with today's audience. Beyond the truck itself, AR menus and interactive apps can personalize and gamify the experience. We’re curious to see how VR experiences might play a role in the future. #experientialmarketing #brandactivation