Now more than ever, it’s the brands that invest in real and digital life that have a chance to claim they’re delivering authentic consumer engagement.
But brands must also understand that when it comes to live events, to reach a wider audience than those simply in attendance, they must also incorporate a range of digital triggers in order to achieve real return on investment.
This is because consumers have begun to expect more integration across online and offline channels. A fully-integrated digital event approach is not just nice to have, it’s critical to ensure a live experience is creative, collaborative and creates a ripple or buzz even after the event.
While a live event will always be limited in scale by both geography and capacity, digital elements, such as social posts, allow a brand to reach beyond their immediate audience or user – tapping into the wider networks of attendees and influencers.
When planning a live event, every brand owner must first consider how the physical, visual points of interest will be received by the audience in attendance – and then how these will be translated digitally to virtual attendees. How can these physical elements live on as shareable, compelling owned imagery? If done well, content harnessed by guests and their followers allows a brand owner to reach far beyond its existing network.
We’re seeing a move in the industry where brands are now adding components such as virtual reality and live streaming to events by using apps such Periscope and Tidal. This effectively opens attendance up to anyone, anywhere, at anytime.
New advances in technology also mean that brand owners can benefit from a range of platforms created specifically for ongoing dialogue and engagement post-event.
For example, there are now specific tools such as RFID within wristbands and event-specific apps that allow a brand to keep in contact with their guests and share information in a more personalised way. The advantage to event organisers and supporting brands is that these tools allow organisers to create detailed reports on event reach.
So, while digital will continue to change how consumers engage with brands, it does not herald the death knell for live experiences. In fact, we are moving into a new exciting period in the industry, which will see live and digital elements interwoven into a brand’s engagement strategy. In doing so, we will reach consumers more creatively while establishing a compelling digital legacy.
Rachel Froggatt is head of experiential at Reverb Events, a Lexis company
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