Event Marketing Solutions Discuss The Power Of Immersive Environments
Truly immersive environments never fail to captivate, and those among the best stimulate all of your senses to make a brand’s live event much more memorable
“Truly immersive environments never fail to captivate, and those among the best stimulate all of your senses to make a brand’s live event much more memorable.”
That’s a quote from Nic Whelan, Head of Business Development at Event Marketing Solutions (EMS) and resident expert on experiential roadshow campaigns, discussing the power of immersive promotional environments.
Event Marketing Solutions specialise in creating roadshow trucks for brands who want to give potential customers the opportunity to get up close and personal with their products or services. It’s a tactic that helps leave a lasting impression on the audience.
As the company expand their reach into the Middle East, UAE, Bahrain, Kuwait, Qatar, Oman, Saudi Arabia and Jordan, it’s EMS’s grasp of ever changing platforms and innovations in marketing that sets them apart from the competition.
“Achieving a winning result requires a cleverly considered, designed and executed experience that packs a punch and strengthens the brand while delivering added value such as the opportunity to learn or try something new or simply to have fun.“
EMS are constantly on the lookout for new technology to incorporate into their roadshow trucks. Here Nic Whelan considers the newest trends in experiential marketing, from the likes of Samsung, Post Office and Tim Hortons:
Samsung Digital Showroom
Samsung has launched its new campaign with the help of CenterStage. The huge digital installation features a 6x7ft wall with nine screens displaying nearly 30 of Samsung’s products in their ‘real life’ size. Through touchscreen technology, shoppers can experiment with appliances such as microwaves and refrigerators, see how they work and even place them into virtual kitchens.
Nic adds: “The showroom reinvigorates a traditional retail experience featuring rows of unplugged machines, by creating an immersive HD shopping experience to wow and win over consumers.”
Post Office Design Lab
Did you know the Post Office brand is over 300 years old? Well it seems it’s never too late to bring a brand up to date as the Post Office is fusing the digital world with its in-branch experience. The new Design Lab has been launched to test and re-define the customer experience, offering a more digital approach to their services through innovative touch screen technology.
Tim Hortons ‘Dark Experiment’
Much loved Canadian bakery chain Tim Hortons turned out the lights on customers as part of its marketing campaign for their new dark roast coffee blend. Customers arrived at the store to find it entirely blacked out. Staff wearing night vision goggles served up the new blend to customers who were guided through the store by a friendly voice. Once customers had tried the new coffee blend, the lights were turned back on and their reactions recorded. “By taking away customers’ sight the experiment was intended to supercharge their tastebuds.
This is a great idea that aligns well with the new product, and it would be interesting to see the impact as part of a roadshow truck campaign.” Says Nic.
Nic urges brands to “Never underestimate the audience appeal.” EMS have worked on the government’s Aimhigher Roadshow for several years and have constantly evolved the environment to create a more dynamic, immersive and experiential campaign for the teenage audience. The integration of blacked out windows, interactive voting and soft bean bags into their roadshow truck helped to create an environment that was relaxed and cool, all in the aim of inspiring people to take on higher education in an engaging way.
Immersive live events aren’t only powerful for customer campaigns, they also provide an effective way to connect and communicate with staff too. Nic considers the EMS campaign for Sky - “We created a living room experience for Sky to ensure their front-line employees understood the importance and benefits of its HD products and services.
The living room created a feeling of home and people sat around a central TV screen for interactive demonstrations.”
By offering customers the chance to engage with your brand in new and exciting ways, you have an opportunity to increase the buzz around your brand and leave a lasting impression.
EMS create bespoke marketing campaigns that give you the opportunity to interact with your customers, and customers the opportunity to interact with you. By taking your campaign on the road, you can reach out to your demographic and bring your product to them.
Visit www.eventms.com for more information and see how an experiential roadshow truck can benefit your marketing campaign.
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- Marketing Manager
- Event Marketing Solutions
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