Experiential Marketing

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Experiential Marketing

For millennials, areas in which experiential marketing could be improved to be more fun and exciting for those who attend such events include cool-looking event invites/pages, free giveaways, unexpected occurrences, amazing performances, free food and drink giveaways, and networking opportunities. For Gen Zers, areas in which experiential marketing could be improved to be more fun and exciting for those who attend such events include cool products, online game components, aesthetically appealing elements, self-driving cars, and free food giveaways.

Areas to Improve Experiential Marketing for Millennials

  • When millennials were asked whether they prefer a cool product or a cool experience, 77% chose a cool experience.
  • Event marketing source Splash That conducted a survey of 785 millennials worldwide, which largely focused on experiential marketing.
  • The aforementioned survey revealed that an easy area in which experiential marketing can be improved so that it's more exciting is by simply making a cool-looking event invite/page, considering that "40% of millennials said if the invite or event page is ugly, they wouldn’t even go to the event."
  • Free giveaways is an area where experiential marketing can be improved to be more fun and exciting for millennials. Among millennials, 47% decided to attend an experiential marketing event "because of the swag" and 19% said that free giveaways was "the coolest thing a brand has ever done at an [experiential marketing] event."
  • An area where experiential marketing can be improved to be more fun and exciting is by brands doing something unexpected at such events, as 14% of millennials cited that as "the coolest thing a brand has ever done at an [experiential marketing] event."
  • Performances with a wow-factor is an area in which experiential marketing can be improved to be more exciting and fun, since 73% of millennials said they decide to go to an experiential marketing event because either the music, speaker, entertainment, or topic sounded great to them. Furthermore, 14% of millennials said that putting on an incredible performance was "the coolest thing a brand has ever done at an [experiential marketing] event."
  • Providing opportunities for millennials to connect/network with new people is an area that can be improved within experiential marketing to be more appealing to them, as 56% of millennials decided to go to an experiential marketing event for that reason.
  • Free food and/or drink giveaways is an area that can be improved to make experiential marketing more exciting and fun for millennials, as 53% of them decided to go to an experiential marketing event because of free food or drinks. Furthermore, among millennials surveyed, 16% "said food is their passion and an essential part of their lifestyle and identity" per a recent poll conducted in June 2019.

Areas to Improve Experiential Marketing for Gen Z

  • Unlike their millennial counterparts, the majority of Gen Zers prefer a cool product (60%) instead of a cool experience (40%).
  • An area where experiential marketing can be improved so that it's more fun and exciting for Gen Zers to attend involves including online games components within such events. The reason for that is because among Gen Zers surveyed, 42% said they "would participate in an online game for a [marketing] campaign."
  • The aesthetic elements included in experiential marketing events is an area that can be improved upon so that such events are more exciting to Gen Z, as the top factor Gen Zers seek in products that they purchase is aesthetics. Furthermore, 67% of Gen Zers said that fashionable design is important to them.
  • The theme of self-driving cars is an area that can be utilized to make experiential marketing more fun and exciting for Gen Z to attend, as 19% of Gen Zers said they are "excited about self-driving cars."
  • Free food is an area in which experiential marketing can be improved so that such events are more exciting to Gen Zers, as price is the top factor that they seek when making food purchases. Furthermore, among Gen Zers surveyed, 19% "said food is their passion and an essential part of their lifestyle and identity" per a recent poll conducted in June 2019.

Research Strategy

We began our research by looking for articles specifically about the top areas for improving experiential marketing for millennials and Gen Zers. Those searches yielded two main categories of information. The first category involved tips for marketing to those generations, including through experiential marketing. The second category involved information about why experiential marketing is effective for each of those generations. However, after reviewing many of those articles, they didn't directly identify areas for improving experiential marketing because most of the information discussed the positives of experiential marketing. Thus, information specifically about how to make experiential marketing events more fun and exciting was lacking.

Since the information we were looking for wasn't expressly stated in the many sources we consulted as part of the comprehensive research that we conducted, we had to piece together information from surveys about both generations' consumer and marketing preferences. That approach enabled us to identify areas that millennials and Gen Zers like, which we then connected to ares for improving experiential marketing. All our findings presented above are based on data from consumer surveys involving both generations, which shows the levels of support for each area identified among those generations. As was requested, we excluded information about facilitating Instagrammable moments as an area for improving experiential marketing.
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