How to Use Creative Visual Marketing to Boost Experiential in the Age of COVID-19

July 28, 2020

After months of social distancing, people are craving human connection more than ever. As stay-at-home orders expire and the country reopens in some areas, people will return to life — not necessarily as they knew it, but life nonetheless. Restaurants are allowing dine-in customers in limited numbers, and stores are once again opening their doors, albeit cautiously.

Another part of life that will return? Experiential marketing. Although the country has been quiet for several months, brands have not. While the world embraces its new normal, experiential marketing will do likewise.

Creating and executing brand experiences will look very different because of COVID-19, and the same old event marketing tactics won’t do. In this new reality, experiences once meant to be tangible will focus more on creative visual marketing.

Look, Don’t Touch

Two potential challenges come up as we learn how to use visual marketing to host events in a COVID-19 world:

  1. Cost: Creating large displays might max out your event marketing budget. Design experiences that rely on only a few staffers. How? Create large visual interactions that can serve as photo-opp backgrounds, for example. Simplify the experience to make it hyper-focused, memorable, and — most importantly — powerful.
  2. Interaction: Be careful not to let the visual emphasis of your experience cause it to feel impersonal. Design your experience around different types of contactless interaction, and flex your creative muscles. When possible, use technology for contact-free interactions. As we’ve seen throughout the pandemic, it’s amazing what tech can do to connect people without physically connecting.

New Experiential in a New Normal

The notion that people love to get free merchandise at events remains true. But it’s not exactly easy to hand out physical rewards like branded T-shirts, giveaway prizes, and keychains in a way that is both safe and sanitary. How do we do this in a world that will likely feel the effects of COVID-19 long into the future?

  • Find methods to distribute merchandise that both minimize human contact and contact with surfaces everyone will touch. 
  • All brand ambassadors should be required to wear masks and gloves to prevent the spread of infection. 
  • Ensure that all attendees practice social distancing and thorough sanitization processes.
  • Consider offering digital giveaways and rewards. Email gift cards to participants, or let people design their own shirts and then mail them to the winners after the event.

The world looks different now. Just because extra precautions are needed to confront these new experiential event marketing challenges, there is no reason gatherings can’t still be an incredible way to connect and gather.

Our experiential event marketing tactics just might have to become more creative. We’re moving through an unprecedented crisis, and so is our industry. That said, our world is craving connection more than ever before — safe and strategic experiential marketing can bring it to them.

 

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Partner Voices
NO WISH IS TOO BIG AT THE ORANGE COUNTY CONVENTION CENTER
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact
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