There’s no better way to get audiences engaged in a brand than by providing an event experience that’s unique, and stands out in a digital age that is noisy to consumers, making it difficult for them to connect. Event marketing offers the opportunity for brands to create immersive and memorable experiences that leave a lasting impression on attendees. Whether it’s a product launch, conference, or trade show, a unique event provides a platform for brands to build consumer relationships.

Whatever the industry, event marketing is essential to the overall marketing strategy. With the right approach, event marketing can help modern brands achieve their goals, increase brand awareness, and generate growth.

Factory 360 takes a look at how and why of unique event marketing, along with five specific examples of brands that crushed it.

Current Trends and Challenges in Event Marketing

Nothing ever stands still for long in the world of marketing. It’s an industry that is continually evolving to meet the changing needs and demands of the modern consumer. With new trends and challenges continually emerging, here are a few of the current trends in event marketing that are speaking to today’s consumer.

• Sustainability: With the growing concern about climate change, brands are looking for ways to reduce their environmental impact and create sustainable events.

• Technology integration: The use of technology, such as virtual and augmented reality, artificial intelligence, and social media, is becoming increasingly popular in event marketing.

• Personalization: Brands are looking for ways to create personalized experiences for attendees, using data and analytics to tailor their events to specific audiences.

• Experiential marketing: Brands are shifting their focus from traditional advertising to experiential marketing, creating immersive experiences that engage attendees and create memorable moments.

Then, we also have the challenges that event marketers face today. Among the top ones include:

• Measuring ROI: Measuring the return on investment (ROI) of events can be difficult, making it challenging for brands to justify their event marketing budgets.

• Competition: With so many events taking place every year, it can be hard for brands to stand out and attract attendees.

• Budget constraints: Event marketing can be expensive, and brands often have to work with limited budgets.

The New and Unique Event Marketing Ideas That Are Transforming Modern Brands

Staying ahead of the competition in event marketing means creating memorable experiences for attendees. Modern brands need to think outside the box and come up with innovative event marketing ideas. Here are 7 new and unique event marketing ideas that can help brands like yours achieve their goals:

Virtual Reality (VR) Experiences

Create immersive VR experiences that allow attendees to explore new worlds, interact with products, and engage with brands in a unique and memorable way.

Pop-Up Events

Host pop-up events in unexpected locations, such as parks, museums, or art galleries, to create surprise and delight for attendees. There’s an element of surprise here that consumers love. A unique pop-up event can speak to all of a consumer’s senses, from how being in the chosen location makes them feel, to the sights and sounds that elevate the experience to a truly unique level.

Wellness-Focused Events

Wellness and longevity are big industries today. Even if it’s an industry that your brand doesn’t belong to, you can still take full advantage of its potential. Wellness-focused events draw people in because they provide them with the luxury of taking time for themselves.  Host events that focus on wellness, such as yoga classes, meditation sessions, or healthy food workshops, to appeal to attendees who are interested in health and wellness.

Gamification

Who doesn’t love a good game? Events that feature elements of gamification get event attendees engaged and invested. Gamification doesn’t need to be overcomplicated, either. Think along the lines of gamification elements such as challenges, quizzes, and rewards, that can be built into events to make them more engaging and interactive.

Social Impact Events

Social issues are hot today. Social impact events are great for brands with a target audience base that can easily meet at the same target for making change. Host events that focus on social impact, such as charity fundraisers, volunteer days, or sustainability workshops, to appeal to attendees who are interested in making a positive difference.

There is a word of caution here, because brands need to be mindful of this type of event marketing. For most brands, any type of politically motivated social impact event is too heavy and too divisive for many consumers. Keep the focus on how each individual can create impactful change in a way that’s meaningful to them through their involvement.

Immersive Storytelling

Use immersive storytelling techniques, such as virtual reality, augmented reality, or interactive installations, to tell brand stories and create memorable experiences for attendees. Storytelling in event marketing offers an incredible opportunity for brands to really share who they are and get their audiences to connect on a personal level. Through VR and AR, attendees can actually feel the experience of connecting with the brand, making it even more memorable.

Influencer-Hosted Events

Partner with influencers to host events, such as workshops, masterclasses, or webinars, to appeal to attendees who are interested in learning from experts in their field.

Real Life Examples of Unique Event Marketing Ideas

So, what does a successful unique event marketing strategy look like? There are a number of brands that have mastered event marketing with high results. Here are 5 classic, real life examples of major brands that all of us in event marketing can learn from.

1. Coca-Cola’s “Share a Coke” Campaign

Coca-Cola created a pop-up event in a park where attendees could personalize their own Coke bottles with their names. The event was a huge success, with attendees sharing photos of their personalized bottles on social media using the hashtag #ShareACoke.

2. Plum Organics Coloring Book Meetings

Plum organics is known as a family-friendly brand, which makes their coloring book meetings all the more fun. In keeping pace with the brand’s image, Plum Organics began encouraging employees to break free from the dull meeting routine by openly coloring, rather than the bored doodling that many employees do during meetings. While not an event marketing strategy targeted toward consumers, the word of mouth spread like wildfire, and gave Plum Organics a great reputation boost.

3. Nike’s “Just Do It” Challenge

Nike created a gamified event where attendees could participate in a series of physical challenges and win prizes. The event was hosted by popular fitness influencers and encouraged attendees to share their experiences on social media using the hashtag #JustDoIt.

4. MLB Virtual Fan Experience

We all remember the not so great times of the coronavirus pandemic. MLB created a virtual fan experience event to help ease the pain of not being at the game. The virtual event marketing tapped into a number of smart engagement tools and appealed to the fans’ FOMO.

5. Beat Beethoven 5k

To draw attention, the Fairbanks Symphony Orchestra in Fairbanks, Alaska hosted a Beat Beethoven 5k event. Those who participated had the goal of finishing the 5k before the end of Beethoven’s 5th Symphony. Anyone who received a voucher to one of the Symphony’s next season concerts. This event was beautifully orchestrated to connect the symphony with fitness – two things that don’t normally go hand in hand.

Make Your Next Event One To Be Remembered

Event marketing is one of the most powerful marketing tools for today’s brands. The ability to create memorable experiences that leave a lasting impression is one that consumers notice. By creating an event marketing strategy that is built on unique experiences, brands of all sizes can stay ahead of the competition and grow an established consumer base for the future. Contact us at Factory360 today to learn more.