Experiential News Articles (March)

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Experiential News Articles-Spirits Industry

Articles published in March 2020 regarding experiential news in the spirits (alcohol) industry include "Spirits community rallies to help address hand sanitizer shortage," "Ace Metrix tracks how brands are navigating COVID-19 pandemic," "Ford, Guinness coronavirus-related ads score well with general population," "How brands are taking extra precaution to avoid coronavirus insensitivities," and "Blackland Distillery begins production of hand sanitizer". These articles show how the spirits (alcohol) industry in the United States is engaging its customers and communities on the COVID-19 pandemic.

Spirits Community Rallies to Help Address Hand Sanitizer Shortage

  • The link to this article can be found here.
  • The article highlights the efforts the spirits community in the United States has made to receive authority to manufacture ethanol-based hand sanitizer to help address the current shortage.
  • Sense Marketing defines experiential marketing as the process of engagement between a brand and its customers with the aim of positioning itself as useful and relevant.
  • This article is considered experiential news because it shows that some members of the spirits community are donating ethanol-based hand sanitizer to communities.

Ace Metrix Tracks How Brands are Navigating COVID-19 Pandemic

Ford, Guinness Coronavirus-Related Ads Score Well With General Population

How Brands are Taking Extra Precaution to Avoid Coronavirus Insensitivities

  • The link to this article can be found here.
  • The article shows how brands, such as, Coors and Corona are managing their marketing activities in view of the Covid-19 pandemic. Coors, for example, stopped the launched the launch of an ad they thought would mislead the public on the issue of 'remote working'.
  • Sense marketing indicates that experiential marketing requires that brands run campaigns that consider people first, aiming to provoke and challenge them to action.
  • This article is considered experiential news because it shows how these beer companies were being careful not to mislead the public on the COVID-19 pandemic.

Blackland Distillery Begins Production of Hand Sanitizer

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Experiential News Articles-Beauty Industry

Raging across the United States, COVID-19 has been negatively effecting sales in the beauty industry. With the close of brick-and-mortar businesses across the United States, organizational survival depends largely on experiential marketing and strategizing optimal methods on successful digitization. As going completely digital is new territory for many beauty industries, experiential marketing strategies are of top concern.

Research indicates experiential strategies in the beauty industry and fashion displays industries are integrating healthcare awareness and sanitary products, offering discounted prices and early delivery of products, offering tokens of appreciation to healthcare workers, offering online consultations, and increasing communication strategies between both consumers and between consumers and the employer.

Intertwining Beauty with Healthcare

  • A link to the article can be found here.
  • As COVID-19 is the top concern for the majority of consumers, the March 27th article displays how beauty companies have attempted to intertwine healthcare and beauty.
  • Major companies such as Constant Skincare have transitioned to a product line based on sanitation and soap. Other companies are focusing on educating consumers; making healthcare a fashion statement.
  • This experiential strategy successfully helps address the fears of COVID-19, which is a top concern for almost everyone. By selling sanitation products, consumers feel that the company truly values their overall health and well-being. Furthermore, making health a fashion statement allows consumers to feel they are taking preventative measures while wearing the latest trends in clothing and fashion.

Virtual Consultations

  • A link to the article can be found here.
  • The article, published on March 17th, describes how major beauty companies such as Ulta and Sephora are strategizing online retail in the fashion industry.
  • A novel strategy is offering consumers one-on-one ten-minute free teleconsultations with a beauty expert. The consultation addresses any concerns the client may have, and the consultant will offer any advice that relates to fashion.
  • These consultations are very similar to teleconsultations doctor visits, but the scope is on fashion.
  • This experiential strategy successfully displays personalization, making the customer feel valued, and providing a positive emotional experience. There is a large difference in emotions between scanning online retail products, compared to having a consultation in which a beauty professional personalizes the client's wardrobe.

Care packages, Discounts, and Free Items for Healthcare Workers

  • A link to the article can be found here.
  • The article, published on March 26th by IPSY, displays the company's community support during COVID-19, discussing how April glam bags will be sent by April 3rd (earlier than usual), and the deadline for payments will be extended by 48 hours.
  • Furthermore, free glam bags are being sent to 50,000 healthcare professionals, providing exhausted healthcare employees a self-care package containing essential lotions and oils, makeup, and other cosmetics. Individuals diagnosed with COVID-19 are also provided a free self-care package.
  • This experiential strategy will trigger emotions in many people who are in distress, feeling that the company is sensitive to the struggles they are facing. Furthermore, the healthcare professionals and those diagnosed with the virus, who receive a free package, will always remember the company that sent them the items to reduce their anxiety and exhaustion. Other individuals not employed in healthcare who are struggling financially will feel that the company is sensitive to their needs.

Enhance Communication Strategies

  • A link to the article can be found here.
  • Efforts to enhance communication have been a top concern for many companies, according to the article published on March 17th.
  • Retail companies are beginning to communicate with customers in a variety of ways, such as through email and texting. The more frequent clients can interact, the more likely they will remain interested in the products and remain loyal to the company.
  • This experiential strategy will help escalate the anxiety created from social isolation. Under times of stress and anxiety, individuals are more likely to spend money on food and other items related to physiological needs; thus strategies to help consumers relax increases their likelihood of purchasing beauty products.

Launching Medical Supplies Product Lines

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Interesting News in Experiential Marketing

Seven interesting articles from the past month that discuss experiential marketing and provide examples of what companies are doing in this space include articles from AdWeek, Forbes, AdAge, Muse and more. Most of the articles discuss the current challenge of experiential marketing in light of COVID-19, but others focus on the best experiential moments of 2019 and the idea of experiential marketing in the cannabis industry.

Experience Good Offers Digital Hub for Experiential Marketing Solutions Amid COVID-19

  • This article was published on March 26, 2020, by AdWeek.
  • With in-person experiences no longer an option due to COVID-19, CSM Sport & Entertainment and The Vendry partnered to create a digital hub called "Experience Good," which gives "experiential agencies and event professionals a platform to network, share their work and post RFPs."
  • This is an interesting article because it shows how an industry that has been totally disrupted by the virus is pivoting to help experiential marketers make it through this difficult time.

Five Ways To Combat Corporate Travel Restrictions And Re-Imagine Experiential Marketing

  • This article was published on March 23, 2020, by Forbes.
  • With COVID-19 causing many events to cancel and travel plans to be scrapped, experiential marketers need alternatives to in-person experiences, and this article provides five options for them to consider, including remote demo rooms, live broadcasts, 3D hologram technology.
  • The most interesting part of this article is how creative experiential marketers are getting when it comes to providing unique experiences to consumers even when travel is restricted.

Experiential Marketing Leads the Way for Cannabis Companies

  • This article was published on March 16, 2020, by WARC.
  • As more states legalize cannabis, it is becoming more important for companies to find ways to compete and television and social media platforms are not enough. So, cannabis companies are looking at experiential marketing to "create a non-intimidating environment in which potential consumers can learn about the product."
  • This is an interesting article because it discusses how experiential marketing for the cannabis industry is significantly different from other industries because of compliance laws and regulations, which are "forcing marketers to think outside the box."

Coronavirus and Experiential Marketing: Are We Ready to Think Differently About Live Events?

  • This article was published on March 5, 2020, by Muse.
  • This article provides a slightly different take on experiential marketing in the midst of COVID-19, as it was published before many events were completely canceled.
  • The interesting part about this article is how experiential marketing can produce "behind closed doors" events without live audiences and still create a memorable experience. This also gives examples of how this concept has been successful with brands like HBO.

The Cherry Blossom Festival's President Just Hit her 20th Anniversary. It's Not What She Expected.

  • This article was published on March 26, 2020, by BizJournals.
  • The annual Cherry Blossom Festival was canceled this year due to COVID-19, but the president, Diana Mayhew, moved the entire experience online, as the "festival has been recreated virtually with the help of VIVA Creative, a Rockville experiential marketing firm that specializes in content creation and live and virtual events."
  • This is an interesting article because it shows how a major annual experience has been transformed to a virtual environment at the last minute and may provide inspiration to other experiential marketers who are dealing with similar issues.

HTC pivots to host annual conference in VR

  • This article was published on March 20, 2020, by MarketingDive.
  • After smartphone brand HTC was forced to cancel its in-person VIVE conference, the company was able to pivot completely and hold the conference in virtual reality.
  • This is another article that shows how a company was able to take an in-person experience and transform it to a digital one, but the interesting part about this article is that it has success numbers to show how HTC was still able to produce experiential marketing to about 2,000 attendees from 55 countries.

The Best of Experiential 2020


From Part 02