Immediate futures for experiential marketing 2023

Brands don’t have to be wellness- or even work-focused to consider bringing the value of meditative moments to their customers: a quiet zone, a relaxation pod, a soothing audio tour. These are all simple ways that noisy and hectic schedules can be offset with a wellness offer. Environments, sessions/schedules, venue, speakers and food can all play into the opportunity to encourage a different attitude in attendees and to help them avoid distraction. This will make the event a more effective learning experience and create a deeper brand connection, because clients or consumers feel they are getting something back. Brands who are both intentional and creative with this will be able to offer both bottom line value, brand value and a true service to consumers and attendees.

Salesforce has signed a multiyear booking deal with Trailblazer Ranch, a wellness retreat where they can host internal meetings, inductions and conferences.

It allows for walking spaces and there is a yoga studio on the premises. They describe it as a place for connection, collaboration and joy.

Baidu launched their first AI emotional healers, Lin Kaikai and Ye Youyou, virtual friends with whom you can have a heart-to-heart 24 hours a day. During a trial period, participants used the chat more than 50 times a day, and more than 86% of users enjoyed the subjects of conversation. With limited access to mental health facilities and intense pressures on the young to succeed, Baidu has been praised for providing a much-needed experience.

One review of 50 studies from around the world concluded that spending just 20 minutes around indoor plants can result in more positive thoughts – WGSN

79% believe wellness is important, and 42% consider it a top priority – McKinsey Future of Wellness Survey (roughly 7,500 people across Brazil, China, Germany, Japan, the UK and the US)

While experiential has long been proven to create strong connections, it will become an even more important element in the marketing mix. For both B2B and B2C, elements of storytelling, investigation, immersion and IRL customer service will build the links that keep existing customers loyal and attract new opportunities. Think about metaphorical ways to bring products and brands to life. If the experience is appropriate, there will not be sensitivities around spend from customers.

Salesforce’s Dreamforce conference 2022 brought incredible speakers to inspire attendees, such as Magic Johnson, Jane Goodall and Al Gore. Located in San Francisco, it positioned content tracks as “Trails”, included the Red Hot Chili Peppers as entertainment and used a cartoon style approach to branding that injected playful attraction to a highly serious topic.

M&M’S Berlin. M&M’S believe in a world where everyone feels as if they belong, using fun as the most powerful way to encourage inclusivity and build connections with others. Rather than sticking with the established retail experience that is highly focused on traditional sales, the new M&M’S Berlin store revelled in play and experiences to create brand connections and drive sales in a different way. Walking through the doors of the new store, guests are encouraged to express their true selves in a wonderland of indulgence, via retail-tainment.

The US consumption of metals (aluminium, nickel, copper, steel and gold) increased between 1900 and 2000, but since then it has declined, and is now 15 percent below the peak level – we have reached Peak Stuff – WARP News

After an experience, consumers are 94% more likely to remember a brand and 87% more likely to change their perception of a brand – AgencyEA 2018