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How will experiential evolve in the post lock-down world
The importance of experiential marketing is something that brand and marketing managers are steadily and gradually waking up to. And although the adoption hasn’t been so high right now, it is delivering results for the ones who have been early adopters of it in their marketing plans. However, with the coronavirus pandemic forcing a disrupting change in the way people interact socially, at least in the short-term, experiential marketing tactics will need to adapt to the situation to continue being as effective. And perhaps, some of those modifications might continue to be practiced over a longer time frame, as the effect of the pandemic experience on the consumer psyche continues to reel on.
- While offline consumer engagement activities will continue to be organized, in order to generate brand trials, there will be a need to ensure social distancing while those events are organized. And therefore, events will have to be planned in a way that does not involve interaction between too many strangers, even when they are conducted in places such as malls or stadia.
- While brands will seek to promote the utility-value of their products, consumers themselves would be more conscious about general safety after the COVID-19 experience. And therefore, brands would also need to highlight the various safety features that have been built within their products and would be advised to promote the same while generating product trials during experiential marketing.