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How The Pandemic Changed Experiential Marketing
3 Things I Know
March 23, 2021
Jennifer Granozio, SVP Allied Experiential

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  1. The pandemic has reinforced how much people really crave physical interaction & engagement. There is a strong desire - by both consumers and brands alike - to get back out to live events. The pandemic has only increased interest in Experiential marketing as a vital and valuable part of the marketing mix.

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  1. The necessity for virtual events has changed audience behavior. Now that consumers are comfortable attending events online, virtual events will continue to be incorporated into future activations.

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  1. Virtual events can be used to target niche audiences, so we anticipate seeing this influence physical activations after the pandemic; Brands now see the value in speaking to specific micro-communities and motivating like-minded individuals to connect with each other and their brands.",