07 May Adding Story Layers to Events
In the age of time-shifted experiences, it can be challenging to get the most out of the substantial marketing dollars invested in consumer experiences at large events. These dollars are going mostly toward the non-time-shifted (have to see it in person) kind of experiences, so marketers must find new ways to create memorable interactions.
There is an opportunity to add layers of story to an event. The idea is to use story as a way to activate and enhance places and events with mobile and social technologies. These story frameworks can extend your company’s event experience with new kinds of topics and behaviors that help achieve marketing goals.
Think about human flow through an event and what else people may want to do. In its simplest terms, events can be divided into pre, during, and post phases of time. In the pre-phase, people may want to learn more about your products, share information with friends, or invite them or participate in more exclusive packages. During an event, people will share information they found or interact with the event using digital tools. Post event, people share more stories and images and often memorialize their participation, send feedback to organizers or continue on a journey built by the event or brand itself.
What’s needed is a platform/service designed for an organization to infuse events and experiences with more connective and relevant stories/content to increase consumer dwell time, which can take many forms. On one end it could be a small newsgathering and publishing organization that “covers” the event. On the other end it could be a story that drives one creatively through multiple media, organically embedding story experiences, like Oculus Rift, in the event itself. Both are valid and can become almost a white label offering that can be customized for each event season to compliment core experiences in a way that drives differentiation and on-site conversion.
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To contact the author
Rick Shaughnessy, Partner