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Rise of Experiential Marketing & Live Events

It’s becoming increasingly more challenging for brands to differentiate themselves from the busy crowd. 

There’s lots of discussion about creating personalised experiences with technology and digitalisation, but this is where live events and experiential marketing also come to the fore, physically putting your brand in front of a target audience and engaging in a positive brand to consumer relationship, creating a lasting impression that can be shared and talked about online through social media channels.

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But why the meteoric rise in experiential marketing?

As more traditional advertising fails to hit the mark and experiences falling investment, experiential marketing bucks the trend, becoming an increasingly popular part of a brand’s marketing mix leading agencies tell us. Live events directly engage with customers in one of the most effective ways possible – face to face. And with sophisticated ROI tracking techniques, brands can see tangible results, which is why so many are investing more each year.

The value of live experiences has also increased as people change the way they consume digital content. Ad blocking makes it harder to get advertising messages through to consumers, but the live experience industry guarantees a direct connection, as well as influencing a massive indirect audience through social media. The FMCG sector was at the forefront but this approach has rapidly spread to other markets as they realise the benefits.

According to the latest IPA Bellwether Report, marketers continued to increase spend on experiential marketing in the final quarter of 2018, with budgets rising 5.5% overall and over the previous quarter, during the summer outdoor events season, this reached as high as 9.4%.

We produce custom printed experiential graphics from our comprehensive range, which includes branded deckchairs, parasols, crowd barrier banners & fence scrims, branded gazebos, star tents, feather flags, banners, toblerone signage, pop out event banners, stretch fabric displays, pop up banners, hop up banners and more!

Get in touch on 01280 707180 or sales@xg-group.co.uk to discuss your graphics requirements with our team.

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