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Many attempts to change behaviour fail because they’re not associated with a time, place or a specific motivation, but connecting a behaviour encourages change.

Marketing today is difficult. Every sector and specialty produce more content, making it difficult to compete and stand out. The constant bombardment of information shortens people's attention spans.

However, you might achieve good results using the content you already have. One way to accomplish this is by including visuals. One image may become multiple, so you can easily update different channels.

Setting your brand up for success during a recession means going against what’s intuitive and requires you to trust the process. Increasing ad spend when the economy is facing uncertain times is counterintuitive, but the evidence shows that this is the smart thing to do. The success of your brand after a recession depends largely on what you do before and during.

The traditional advertiser / media agency relationship has been the subject of much discussion and questioning. Taking stock of the current situation means taking into consideration a number of the following issues: a loss of trust in agencies, the survival of the local media ecosystem, the increased sophistication of campaigns, and a growing need to use advertisers’ data despite its sensitive nature. No matter how we look at it, one thing is certain: many brands are looking to play a bigger role in their media activities.

Is experiential marketing (XM) dead? We’ve heard this question since the start of this pandemic. From suppliers, vendors and even clients. Admittedly, it’s a fair question. There are no events and people need to stay at least six feet away from each other, so why would they want to be in a crowded public space, let alone get close to strangers. Is this truly the end of experiential marketing?

The Need for Interaction

The answer is a resounding NO! The truth is we have a natural chemical—Oxytocin—hard-wired into our DNA, which makes us crave social contact on many levels. It’s released in our brain during social interaction and contact, increasing happiness and reducing stress. So on a very base level, we need social engagement and, when we’re deprived of it, we begin to crave it.

Now, the challenge is that COVID-19 has made mass attendance at places like malls and music festivals impossible. However…

I love events.

I’m amazed at what attracts people to get together. To spend their money. To use their points. To invest their time. To share their passion. With friends. With strangers. With strange friends.

But I may be more enthralled by the people who stage these events. The curators of these experiences. As one thought-provoking presenter prosed – are events an art or a business? I tend to think of the best event curators as both artisans, mad scientists and hustling entrepreneurs.