- The future of Experiential marketing events in the GCC countries?
Multinational brands have a large presence in the GCC countries with a strong purchasing power.
Initially brands started with an intention of attracting consumers without taking into consideration any specific journey flow as a direct marketing techniques and communications, whereas the present and future has shifted towards providing customer experience from a Gen Z lens through a tailored journey which caters to the brand moment through a storytelling strategy. In the future, experiential marketing will become one of the main pillars in brand marketing rather than it being an added benefit to the brand. Hence, brands are going towards allocating higher budgets from their marketing departments towards experiential!
2. What kind of journey does Experiential events take the consumer and why?
Experiential marketing creates unique experiences that allow consumers to build an authentic and emotional connection with the brands which is one of the most powerful methods of marketing to date.
3. Which experiential events are unique?
Events that create high level of consumer interaction, provides memorable experiences, builds brand awareness and loyalty. Consumers become closely involved in brands’ identity and the storytelling behind each product or services from a consumer perspective linking the experience to a product.
4. Main key factors behind successful campaigns?
The top measurement factors and criteria according to brand case studies are attendance, social media activities, and number of leads/data collected.
Brands take part in building experiences based on four main objectives; ROI/increase in sales, awareness, launching products/services and generating leads. Given the measurement factors, brands can develop and identify a ROI driven experiences in order to meet their objectives.
5. Does creativity play a role in making the event experience exceptional?
Yes of course, creativity plays a huge role as there is a dedicated creative team that is part of the larger experiential marketing team. Creatives generates out of the box concepts & designs that compliments the overall objective of events in a unique way that allow the brands to stand out and link it to the overall journey.
