Millennials and younger generations have been spending their dollars in vastly different ways from the ones that have came before. Studies consistently demonstrate millennials prefer buying experiences to purchasing material possessions. They don’t need more stuff. In fact, they want less stuff. They crave more experiences. Why is this generation different from the one’s that came before? They’ve been born and raised in the age of technology and aren’t influenced by push marketing techniques.
XBox Barbershop at 2018 NBA All-Star Weekend
Millennials are careful about who they receive recommendations from
This generation expects for only the information they choose to be received. They have been able to filter out ads and commercials in their web browsers and social platforms. Millennials heavily rely on peer reviews and word of mouth marketing when it comes to gathering insight on a purchasing decision. This likely comes from the notion that millennials have some insight on who they can trust and respect. Traditional advertisers have no pull with millennials when it comes to gaining their trust and respect, so instead they look to their friends with whom they are familiar. Experiences help foster discovery, and thus, consumers have a lot more faith in brands when they have an encounter.
Millennials are all about spending their money on experiences
Modern consumers attend festivals, concerts, trade shows, exhibits and sports events, and nightlife. They’re eager to live there lives through grand experiences. Studies show that over 70% of millennials prefer experiences of material items.
When your brand takes a product or service and shows it off at an event, you are sharing the product experience with millennials in the best possible context. When you integrate into the millennial environment you will put your brand on the millennial radar.
Millennials are interested in things that are honest, by being transparent. They don’t want to be misled or told about things. They prefer to discover. Authenticity in millennial marketing is a core component of a successful brand. Consumers have reported that authenticity was more important to them than things like uniqueness, utility and popularity.
BECORE / ROXY FITNESS AT HUNTINGTON BEACH - YouTube
Experiential Marketing can be an excellent way to create brand awareness, authenticity and discovery. Stop with the ads, bring your consumer the opportunity to engage with your product or service using Experiential Marketing.
If you have questions about Experiential Marketing contact BeCore today! We’d love to partner with you!
Experiential Marketing activations are known for taking consumers directly into the essence of the brand. In this case, the essence of the show. It seems all everyone is talking about these days is Stranger Things. With a mix of nostalgia, scares and fun, and over 16 million fans, the franchise has successfully merged modern marketing with the simplicity of the 80’s. Here’s how stranger things has been getting Experiential with their marketing efforts.
Stranger Things Branded Fan Experiences
Bridging the Generational Gap using Cultural Nostalgia
Stranger things has bridged the generational gap in ways that most brands find difficult. Stranger Things taps into the cultural nostalgia to multiple generations forming new connective tissue that isn’t simply for 80’s geeks. Sean Astin’s character Bob, works at the now non-existent electronics chain, putting his technical skills to use.
Opening the Gate for Brands To Jump In
Unlike a lot of other shows, Stranger Things has essentially allow brands to jump on the bandwagon. Of course there’s a clear difference between licensed partnerships and basic content references. Lots of brands have been able to harness the buzz leading up to season two to create new relevancy, from restaurants like Panda Express to Doug the Pug launching Stranger Pugs 2.
Image Credit: Netflix
When Stranger Things gave Eggo Waffles a free plug during this years Super Bowl, the brand was smart enough to jump into the conversation and, even more proactively, created a new conversation by launching clever tactics of their own such as Spoiler Alert Blockers.
When brands get together, great things can happen
The legal department can always be the Demogorgon to marketers and brands. However when brands can get together, great things can happen. Just look at how Netflix showcased all the brands of popularity in the 80’s. We’ve seen Cheetos, KFC, Eggo, JVC, Oreo, Polaroid, Radioshack, Reese’s Pieces, and 3 Musketeers. Stranger Things partnered up with the live-streaming site Twitch to give a four-hour live broadcast and ending with 9 minutes of the first Stranger Things episode. Weeks later, Netflix published a 360 degree VR video Fans were able to explore the first floor of the Stranger Things house in an interactive experience where the fans could vote on what happened next.
Stranger Things has found it’s place on Spotify as the music streaming site had this program for matching users to the show’s characters. The musical tastes of the 13 lead characters have been compared with the fan’s to bring them into the Upside Down world.
Lyft partners with Netflix to bring experiential to the next level
Netflix and Lyft partnered to create uniquely-paranormal inspired rides for Philadelphia and Los Angeles markets. Check it out!
Strange Mode: Lyft x Stranger Things - YouTube
Stranger Things Gamifys:
Download the Stranger Things game on the app store, it’s a lot of fun. Ultimately, we live in a culture that is all about getting points, topping the leaderboard and earning badges. Brands that look to gamify their narrative will win, especially with coveted millennials. Alternatively you can check out the stranger things VR experience.
Stranger Things - 100% Full Game Walkthrough - YouTube
Stranger Things Pranks
Unit 9 created a bespoke set bringing the surrounding area back to the 80s, and creating an immersive experience to surprise and delight guests. They rebuilt scenes from the series, and then planted a bunch of extraterrestrial pranks throughout the set. Check it out!
If you have questions about experiential marketing or engagement marketing contact BeCore today! We’d love to partner with you!
Today we live in a connected world, a social media world. Brands recognize the need to be present on social channels. With today’s social media algorithms, there’s less content seen from brands and prioritization for individuals creating valuable content. So how do you bypass the algorithms and ad spend required to remain a part of the conversation?
Influencer marketing can be a helpful strategy in marketing your events. By engaging with thought leaders across content marketing and social channels, ticket sales, and receive and unprecedented increase. Though implementation is exclusive to your specific objectives Influencer Marketing can help in the following ways.
Andy Serkis at the DEG Activation at Comic Con San Diego
Influencer Marketing Cam Generate Content & Brand Awareness: Collaboration with influencers to generate content before and after your event, or leading up to your event adds elements of social proof and helps tap into wider audiences.
Influencer Marketing Creates Authentic Advocacy: Work exclusively with influencers to create their own content, letting them tell their story about your brand.
Micro-influencers Increase Engagement: Work with micro influencers to increase your targeting and engagement.
Jessica Chobot – Diablo 3 Live Stream Content Activation
How to Increase Event Engagement using Micro-Influencers
You want to start out by targeting influencers you want to collaborate with on content. Try to think about what it is about your influencer’s audience that you could leverage to help promote your event. Are they in your geographical area? Do they like the same things? There are a variety of different types of influencers that range in difficulty to reach. Does your influencer have a digital presence beyond a single platform?
Micro-influencers usually have a follower size of 1000 to 100,000 however you can’t judge an influencer by numbers alone. Micro-influencers typically have a very high engagement level with their audiences. There are influencers who can be called celebrity influencers, with higher follower numbers in the millions. These influencers are highly sought after by brands that want to boost their brand awareness.
Is your influencer comfortable working in events?
Take a look at your influencers to see what kind of content they’re developing. What’s the nature of your collaboration with your influencer? Make sure you clearly define how you want to communicate about your event and set objectives.
If you have questions about working to increase your engagement using Influencer Marketing or Micro-Influencers, contact BeCore today! We’d love to partner with you!
I’m sure you’ve been hearing all the buzz surrounding the recent popularity of artificial intelligence. Companies have been making massive investments across the world into artificial intelligence. There is plenty of information that’s been published in technology journals about the promises it wishes to deliver, and the fears people have associated with A.I.
So how will artificial intelligence impact the event industry?
Help Eliminate Lines for Consumers
Nobody likes long lines. It doesn’t matter how cool your experience is, if by the time your attendee gets to it, they’re upset. AI can help speed up event check in. Due to the fact that A.I can recognize individuals in a line, they can reference their face with their registration and guide them through the line faster. AI can eliminate processes which normally created event space constriction which ultimately creates a better experience for the attendee.
Sometimes, there aren’t always security guards at your event. In the past, I have experienced people stealing items from an event space. A.I can help to identify threats and notify team members before they happen.
Brands be will investing in AI
Brands care about communicating with consumers and sometimes there are certain barriers which prevent this. Artificial Intelligence can help eliminate many barriers, such as language, ordering products, customer support information, and much more. Brands will be investing heavily in artificial intelligence as it will be an essential tool for improving the consumer experience.
With easier to access conversation interfaces, as compared to apps which you have to download and setup prior to use, artificial intelligence is going to eliminate the friction between you brand and the consumer.
AI Match Making
Lets say you visit a really big conference, with over 20,000 people. What’s the best way to identify potential matches for networking? Artificial intelligence can take available registrant data and organize the best possible match combinations creating rich networking experiences for attendees.
Artificial Intelligence will monitor sentiment passively
Most companies find out what’s working and what’s not from a survey that they ask attendees or customers after the time of engagement. AI will take out all the work of needing to ask consumers what they felt about it. Which will create a new found honesty and transparency for brands in terms of feedback. AI can monitor multiple metrics on social media, facial recognition and flow.
Artificial Intelligence brings levels of personalization never before seen in event marketing
Imagine attending a large networking event in New York City. Sometimes conferences will match you with other attendees automatically to help with networking. Most of the time these match makers are too far off, creating bad matches at event.
Save on temporary staff costs
New Technologies are being developed which will allow brands to automatically check in attendees, identify problems, manage employees, handle communication and customer support with chatbots. With A.I handling all these tasks the need for temporary staff lowers, lowering costs.
AI can identify problems before they start / Anticipatory computing
Using anticipatory computing, AI can notify your team when you’re going to run out of cups, product samples, boose, if your brand ambassadors are too busy and missing potential customers, it can identify when, and where you could experience trouble. This will be an extremely useful technology for event producers in the field who have to focus on so many components simultaneously.
If you have questions about event technology or using artificial intelligence for your next event, contact BeCore today! We’d love to partner with you!
Facebook, the 1.7 billion person social network. Naturally, this is an obvious choice for promoting your next event or pop-up shop. Facebook can be an excellent way to promote your event but it won’t just do all the work for you. Marketers and brands need to learn how to promote events on facebook, before all the traffic starts flowing.
Refine the Event Page
First, make sure that you optimize your events page. Choose a cover photo that’s 1920 x 1080 pixels, it should be exciting or eye catching. It’s the first thing that your target demographic is going to see about your event, so make it count.
Use a memorable, short an unique event name.
According to the facebook events team, events which feature longer names perform worse on the platform. The majority of users use facebook exclusively on their mobile devices, longer titles typically don’t look good on smaller devices.
Use facebook data to help share your event
What’s great about facebook, is that they have such a large network of people and set of tools which allow marketers to precisely target individuals for particular variables which may be relevant to them. There are algorithms that will recommend events to certain users based on a number of particular factors. This makes it very important that event producers add the correct address and location info for your event so that the right people get the invitation.
Leverage some facebook advertising
Ads represent the main source of revenue for facebook, resulting in the greatest advertising platform that enables organizers and event marketers to reach a wider audience. Most facebook users only log into the platform using their mobile devices. This means that if event marketers are looking to maximize the efficiency of their ads that their campaigns should look great on mobile devices. Stimulating images, clear, powerful messages with engaging copy.
Here are some primary advertising functions you can use with facebook to help support your event initiatives:
1.) Ads to collect responses
If you want to generate some buzz, use the “Interested” or “Going” button. You don’t need to rely on your audience to actually register to generate some buzz!
2.) Ads for Driving Event Registrations
Facebook ads can also be used to drive potential event attendees to an event. The page can be hosted natively on facebook or go to a third party website. These type of ads look exactly like the ads designed to generate responses, but the button reads “Buy Tickets” instead of “Interested” or “Going”.
3.) Facebook ad manager
Facebook offers some neat tools to keep you ahead of the curve. These tools give advertisers the ability to target certain people, such as those who visited a particular website, or match the demographics that your event requires.
This is a cool feature. You can target visitors who have already visited an event website, promoters will need to insert a piece of html provided by facebook that will track the visitor until he or she opens facebook. Once the visitor is on facebook, they will see the ad reminding them to register for the event.
5.) Look alike targeting
Event Marketers can upload a list of emails and facebook will find users who share similar demographic data to the list of contacts that were uploaded. Using the lookalike audience feature is a pretty awesome way to reach attendees with similar profiles to people who have already registered for a particular event.
6.) Connection-based targeting
Facebook allows for event marketers to target friends whose friends already registered interest in an event. This can be a very useful tool as well for people who may jump on the bandwagon a bit later.
With a vast network of engaged users, facebook can be a fantastic resource for event marketing. Facebook indicated that they want people to engage with the platform before, during and after live events, meaning that they will continue to invest in providing event organizers with the tools they need to create successful events.
In order to reach the proper audience, event marketers must create an optimized page, and incorporate their event page into their brand page. Using specific content, advertising and embracing omni-channel technology is a great event promotion strategy for anyone to get more people interested in showing up at your event. If you build it they will come!
Have questions about promoting your next event? Contact BeCore today! We’d love to partner with you on your next experiential or event marketing project.
PSYCHOLOGY PRINCIPLES TO CONSIDER FOR EVENTS IN 2018
Psychology plays an important role in all aspects of marketing. In event production, attendees often form an overall opinion of a brand experience by mentally compiling small details. If you’re looking to understand the attendee to ensure he/she has the best experience, follow these psychology principles you can employ to attract and engage attendees.
Synchrony Experiential Activation
The psychological principle regarding positive action that takes place as a response to another positive action. If someone is friendly to another person, then this principle suggests they would be friendly back.
Nike SB's Go Skateboarding Day Skate Barge in NYC - Experiential Marketing Activation - YouTube
Brands should adopt this principle in their experiences with consumers by giving them something free and creating a starting point towards building loyalty. This can be in the form of value-added content, such as videos, podcasts, e-books, white-papers and webinars that they can join and learn from.
BECORE / NIKE SOCCER HALL OF PHENOMENAL - YouTube
Make your customers feel as if you’re giving them something great without needing to spend a penny. They will be loyal to you and buy from you in the long run given the perceived value.
Teva at Bonnaroo Music Festival Experiential Activation
Event marketers can use the principle of scarcity and urgency to drive attendance, participation and interest. Perfect example: Sending an email that gives mention that there are few remaining available seats. Let people know that they need to act now or forever loose the opportunity.
Palm Breeze Fashion Show and Experiential Activation at the Viceroy Santa Monica, California
People are drawn automatically to products that they know others already use and trust. This concept of social proof is drawn from conforming to the actions of others trusting that a large group of people have more knowledge than us as individuals. When individuals see that other people are already using a service, engaging in conversation or purchasing, they are also more likely to do so.
Nike Soccer Experiential Activation
This concept refers to the ways in which individuals tend to strongly prefer avoiding losses as opposed to acquiring gains. It has been suggested that losses are twice as psychologically powerful as gains. This can be leveraged by better understanding what makes your audience tick. Show your audience or attendees how your service or product will prevent them from losing what’s important to them, such as time, or money.
Focus on the benefits of your product or service when creating your content, and work out how it can target the challenges and reservations your customers have and instantly alleviate any of their fears.
PARADOX OF CHOICE
Humans become less satisfied if they have too many choices. People often struggle with important decisions don’t make it even more complicated, simplify. Humans worry that they didn’t make the right decision. When brands offer their customers too many options it leaves them confused and oftentimes unable to make the decision. Keep your purpose clear and concise.
Mike’s Harder Experiential Marketing Activation
We hope that this article helped you in understanding the psychological principles that go into event planning and attendee engagement. If you have questions about event production or experiential marketing please don’t hesitate contacting BeCore today! We’d love to partner with you.
Magic Leap is an augmented reality company that’s raised nearly 2 billion dollars without even demonstrating their product. The company says they will release a headset next year for developers, however they’re not about to tell us how much it’s going to cost or when it’s planning to shit the units.
Magic Leap shows off their Magic Leap One Goggles
Magic Leap recent released a new version of their website to display a cool pair of black, goggle like glasses dubbed Magic Leap One.
Adding Another Needed Dimension To Computing and Social Interaction
Magic Leap is adding another dimension to computing. Where digital respects the physical. They work together to make life better. We think that the implications of this can be huge, especially with regard to the experiential marketing and engagement marketing world. One of the larger problems that we’ve experienced with Virtual Reality is that it cuts users off from the real world, and typically, each other.
We think that by integrating the real world into the picture that augmented reality is going to come to life with Magic Leap’s new technology. This one is a game changer.
New Technologies Magic Leap Brings to the Table
Pull the web out of the screen
Magic Leap allows developers to optimize for content extraction and spatial browsing, enabling new ways to shop and explore with 3D objects.
The magic leap light-field photonics generate digital light at different depths and blend seamlessly with natural light to produce lifelike digital objects that coexist int he real world. This advanced technology allows our brain to naturally process digital objects the same way we do for real0world objects, making it comfortable to use for long periods of time.
The robust sensor suite on Magic Leap One detects surfaces, planes and objects, allowing for digital reconstruction of your physical surroundings. The result is a system that sees what you see, allowing light field objects to not only exist in the physical world but actually interact with it. Whether it’s virtual displays sitting alongside the computer monitor on your desk or a virtual panda that climbs across your living room couch, visual perception with machine learning unlocks the power of spatial computing.
Magic Leap’s visual perception and room-mapping technology builds a digital replica of your physical environment – detecting and storing the precise location of walls, surfaces and other physical objects. Lightfield objects stay where you put them, just as they would in real life. Place a virtual TV on the wall over your fireplace and when you return later, the TV will be right where you left it.
To feel real, it must sound real. Magic Leap;s sound field audio mimics the real world and relays distance and intensity with amazing quality. This allows you to hear exactly where a sound is coming from, meaning you’ll know how close a virtual T-Rex is as it stomps up behind you.
Magic Leap’s integrated processing unit delivers high-fidelity, gaming-quality graphics, with the power and performance of a laptop computer. From editing an elaborate 3D model to playing a first-person shooter in your living room, Magic Leap One produces light field objects in intricate detail, all on a highly responsive, self-contained wearable.
In summary, we’re super stoked about the magic leap one. We can’t wait to get our hands on the SDK! If you’ve got questions about Experiential Technologies or Experiential Marketing, contact BeCore today! We’d love to partner with you!
It’s almost 2018 people, we’re three years past hover boards and self lacing shoes and now entering the era of artificial intelligence, mixed reality, emotion detection, and more. Sometimes the ability to recognize what’s to come remains a large challenge amongst brands and marketers.
It’s time to reflect back on what’s been working and get ready for what lies ahead. Unique brand storytelling, brand video and content, influencers and live content will be the theme of 2018, each bringing a host of opportunities for brands.
Marketing Trend #1: Live Social Content is King
It’s no longer about where you were, it’s about where you’re at. Leverage this opportunity by ensuring you have a resource to capture event highlights and consumer / brand moments to share with your audience. Some marketers predict that over 80% of internet traffic in 2018 will be generated by online video.
Attendee capturing the moment using Facebook Live at a Concert
Marketing Trend #2: Augmented Reality Hits The Mainstream With Brands
Augmented reality technologies continue to trend among consumers and with good reason. When Pokemon Go opening up the world’s eyes to augmented reality, brands quickly followed suit. Brands such as IKEA and Toys R Us look to engage shoppers direct with AR experiences that provide entertainment and fun as well as a means for product and brand discovery.
Brands have been under great scrutiny. Experience is crucial to trust and 73% of consumers are willing to pay more for products that promise complete transparency. Nearly 40% of consumers are happy to switch to a brand in the pursuit of transparent practice. If it hasn’t been completely grasped yet, 2018 will illustrate how important brand transparency is to brands and marketers.
Check out how Domino’s increased sales 14.3% using radical transparency
How Domino's marketing transparency helped it shatter sales records - YouTube
Marketing Trend #4: Celebrities and Megastars Compete with Micro Influencers
83% of consumers trust recommendations from people they know IRL. 66% of consumers trust other consumer opinions online and on social media. There is new data emerging that shows that the celebrities and megastars of social media are no longer the one’s with true clout. These micro-influencers that brands are looking for are, “The Experiencer”. Individuals out there who experience, reflect and share.
Photo from Toyota’s Hotel Tacoma Experiential Marketing Activation
Marketing Trend #5: Artificial Intelligence aids personalization
There’s a lot of steps required in delivering consumers personalized content and artificial intelligence will help marketers produce a lot of content very quickly. For example, Artificial Intelligence can accurately add a variety of specific tags automatically to images that humans would normally have to add in, or replace a face with another face. There are virtually unlimited possibilities in marketing with artificial intelligence.
Marketing Trend #6: Brand Activations and Art Installations Become Seamless
There has never before been a moment in history when the visual image has been more important, and more democratized. Visual content is harnessing a great power for brands today, and we will continue to see brands creating installations and brand activations that are used to generate social currency for consumers, integrating their branding at every step, further distributing authentic, branded content.
M&M’S x Visionaire x KAWS
M&M’S x Visionaire x KAWS – A Virtual Reality Experience - YouTube
Jeff Koons x Snapchat
Jeff Koons x Snapchat - YouTube
There are some great examples happening with activations such as 29Rooms, and Artech house.