Special event marketing is an excellent way to build brand awareness, educate first time and repeat consumers, and even generate data with leads for individuals interested in a particular product or service. The event marketing industry has evolved especially during the Covid-19 pandemic to include new event mobile apps, social media and other technologies to transform how consumers interact with brands.
Verified Market Research expects “the global events industry to bring a whopping $2.19 trillion by 2028 – quite an uptick from the $887 billion the market commanded in 2020.” (Source: Bizzaboo). Other key findings include the following information.
In addition, the event marketing industry has embraced new terms such as the FOMO (fear of missing out) factor. Event planners must create unique, one of a kind experiences to build engagement with first time and repeat customers.
To help savvy marketers stay abreast of industry changes, Allen Marketing Communications, Inc, a Special Event Management Agency in NYC, will spotlights five new special event developments.
Omnichannel Event Experience
Omnichannel event strategy often includes personalized messages focusing on what the customer wants to read, hear and see in a pre-, during and post-event strategy. Research shows that “campaigns using three or more omnichannel marketing channels outperformed single-channel campaigns in terms of purchase rate by 287 percent.” (Source: Omnisend)
Omnichannel events are a new way for marketers to create a journey for customers using many digital channels with targeted messages. The consumer experience begins before a company starts an event and lasts long after the completion of the event. Brands ROI often increases with an omnichannel event strategy.
A Single Event Digital Platform
Event attendees seek immersive and interactive experiences and they prefer to take an active role in live, recorded, hybrid and on-demand events. It is important to find an event technology solution to meet a company’s digital needs.
“To meet their objectives, 19 percent of marketers currently manage four to seven separate event technology providers, which takes time and resources. Marketers should decide what their general event needs are and then choose partners who can fulfill those needs.” (Source: The Forrester).
Digital engagement on a single event platform provides participants with a uniform, seamless experience, reducing friction brought on by navigating between several platforms. Users' overall event experiences are improved by the ease with which they may move through different event components.
A single platform also makes it possible for organizers to collect and analyze data gaining deep insights into attendees' preferences and behavior. The data can then be applied to customize experiences, focus marketing initiatives, and enhance upcoming events.
Event Mobile Apps
Consumers use mobile devices to access event information. Research shows that “52 percent of attendees at events use cell phones.” (Source: Eventbrite). As more individuals get comfortable using mobile devices, it is anticipated that this event trend will continue to gather information about events.
“According to 72 percent of event organizations, today's event management depends heavily on event technologies.” (Source: Bizzabo) The apps allow users to search for events, view timetables, make reservations, and even purchase tickets. Although these applications aren't as widely used as other forms of social media yet, mobile apps are starting to have an impact on the event industry.
“The mobile apps have completely changed how we connect with live events by providing a fun, interactive platform that enhances and supplements the in-person experience. It appears they're here to stay, as 78 percent of businesses who employ mobile event apps claim that they improve their event ROI.” (Source: Markletic).
Hybrid events enhance a company’s ROI. Event planners are leveraging mobile event apps to offer a seamless in-person and digital experience. Research shows that “71 percent of businesses with 5000+ employees planned hybrid events in 2022.” (Source: Markletic)
Event planners are leveraging mobile event apps to create in-person events that are entirely digital. Attendees can now access interactive Q&A sessions, digital maps, live updates, personalized timetables, networking opportunities, and all of this right at their fingertips. The apps also enable real-time polling and feedback, resulting in a lively and engaging event setting.
Post Event Surveys Provide Original Data From Live Events
Original data from events - live and digital – can still give businesses a crucial competitive edge about its target. Research shows “83 percent of customers are eager to contribute their data.” (Source: Accenture).
Consumers will complete post event surveys to provide event organizers with invaluable feedback 1) to improve the current event and 2) to enhance the customer experience.
Marketers, in turn, will gain invaluable insight about their audience and make adjustments for future events by looking for areas for improvement based on the survey findings.
Our Special Event Management Agency in New York City can give clients a competitive advantage to keep their brands top of mind with their customers.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Have you heard the saying “a healthy body equals a healthy mind”? Well, these age old comments are becoming less of a saying and more of a way of living as we gain insight into the correlation between nutrition and mental health.
Mood foods promote overall well-being, boost energy levels, relieve stress and can improve your overall mood. The way we fuel our body translates to how we fuel our mind shows a direct correlation between nutrition and mental health. According to a dietician from the Mayo Clinic, “high-quality diets are correlated with feel-good hormones, such as serotonin and dopamine." So what foods get us in touch with those feel-good hormones?
Research shows that foods with healthy fats, high fiber, essential amino acids, B vitamins, antioxidants, and other nutrients are successful in promoting wellbeing. The need for foods to boost your mood has accelerated during the Covid-19 pandemic. “Estimates from the American Psychological Association indicate that rates of anxiety and depression are up by approximately 25 percent since the pandemic began.” (Source: Inner City Health Central)
Consumers have become more health conscious seeking natural ways to boost their mood through food. Allen Marketing Communications, Inc., a boutique food and beverage public relations agency, highlights key trends with foods to boost your mood.
Fruits and Vegetables
“Fruits and vegetables contain a wide variety of brain - healthy and mood - enhancing vitamins, minerals, antioxidants, healthy fats, and more that have beneficial impacts on our mind and our bodies.” (Source: Marie Molde, RD) Obviously fruits and vegetables can never go overserved, but certain fruits and vegetables go the extra mile in boosting your mood.
Blackberries, blueberries and raspberries are rich with antioxidants and anti-inflammatory properties and these berries help reduce stress. Vitamin B6 from bananas and vitamin C from oranges have been proven to boost cognitive functions.
Apples “are full of fiber that acts as a prebiotic, which is great for gut-brain connection. Plus, they’re full of antioxidants known as quercetin, which helps fuel feel good neurotransmitters in the brain.” (Source: Patricia Bannan, an internationally recognized MS, RDN). Leafy greens vegetables such as spinach, arugula, and kale should always be a go to as they are full of magnesium and folate which help reduce anxiety.
Broccoli, brussels sprouts, cauliflower, and cabbage all have large amounts of chromium, which increases the levels of brain chemicals related to positive feelings, alertness, and energy.
Fish and Lean Meats
The omega-3 fatty acids found in fish helps restore and and protect the brain to elevate your spirits. Fish such as salmon, sardines, lake trout and tuna all provide these omega-3 fatty acids and have other minerals and vitamins important to mental wellbeing.
Meats are an important source of protein but it is important to shy away from red and processed meats and turn to lean meat that has more protein and less fat than other meats. Beef, chicken, and pork for example are an excellent source of iron which boosts energy and helps the body build strength.
Other Mood Boosting Foods
Nuts and seeds contain high amounts of plant-based proteins, fiber, and healthy fats. Cashews, peanuts, almonds, along with, sesame, pumpkin, sunflower, and chia seeds, all provide amino acids responsible for producing serotonin.
Fermented foods, such as yogurt and kombucha can help improve your gut health which is important to your mood. Look to fill your diet with oats, beans, lentils, low-fat dairy, and olive oil, all foods that contain the nutrients our brain needs to create a healthy mind.
Everybody loves a good mid-day snack. Research shows “consumers want to improve their diets through cleaner foods giving snack makers an opportunity to produce innovative health indulgences.” (Source: Food Navigator USA)
By Erin Stevens at Allen Marketing Communications, Inc.
Influencer marketing, a growing sector in social media marketing, leverages influencers and their word of mouth endorsement to create a favorable image for a product or service. It is an important marketing tactic for companies to connect and engage with savvy consumers.
Research shows that “when friends, relatives, or influencers post about a product or service, more than 80 percent of consumers either investigate it, buy it or consider buying it.” (Source: Businesswire). “It's understandable why the sector grew to $16.4 billion in 2022.” (Source: Forbes).
Other key findings include the following information.
“The market for influencer marketing platforms, however, is expected to reach a global value of $84.89 billion by 2028.” (Source: Influencer Marketing Hub)
“The fact that marketers will collectively spend over $4.5 billion on influencers by the year 2023 should not come as a surprise.” (Source: Grin)
In this blog, Allen Marketing Communications, Inc., a boutique travel and lifestyle consumer marketing agency offering influencer marketing services, showcases the current trends in influencer marketing.
Authenticity And Transparency In Campaigns Is Key To Build Credibility
Authenticity and transparency are essential for influencer marketing to gain credibility and trust. Influencers followers are more inclined to take their advice when it is sincere and transparent.
Additionally, a number of nations have laws requiring the disclosure of sponsored content to viewers. For instance, the FTC in the USA requires influencers to clearly state that content is sponsored to ensure transparency with the promotion. “Consumer criticism from influencers who choose not to disclose their relationships with brands can be detrimental to both the brand and the influencer.” (Source: Tapfiliate)
The Expansion Of Social Search
Social search has become more popular for users to do information searches on social media platforms rather than more established search engines such as Google or Bing. “Google estimates that TikTok and Instagram are the preferred search engines by 40 percent of young people over Google.” (Source: TechCrunch)
Social media sites provide a more interesting and tailored experience for Gen Z consumers. Social media algorithms provide users with relevant material more effectively because the algorithms are adapted to each user's interests and browsing history. Social media platforms also make it possible for users to access more user-generated content, which is regarded as being more relatable and reliable than conventional commercial content.
By working with influencers, it also helps to boost a company’s SEO visibility.
Video Use Will Increase Dramatically
Video content is one of the most often used formats for the consumption of information and the development of 5G and fiber internet have made it easier for individuals to access the content.
Users can now create and consume video content at the touch of a button on platforms such as TikTok, YouTube, Twitch, as well as features such as Instagram Reels and Snapchat Stories.
Research shows “more people share social media videos than both image and text information combined by almost 1200 percent.” (Source: G2 Crowd) This trend video content reaches a larger audience.
For both short and long-form material, most influencers use either TikTok or YouTube, and many use both to reach a larger following. “Sponsored author content generated over 107 million likes overall.” (Source: NeoReach)
A few creative firms have begun incorporating TikTok trends into their advertisements to market their goods. Consumers are unaware that they are seeing an advertisement, this factor leads to additional views.
Although there are still many applications for text and graphic content, video content creation has virtually unlimited potential for marketers.
The Popularity Of Live Shopping Will Rise
Live shopping is becoming more and more popular. “Live shopping events are the future of influencer marketing, which will generate an astounding $35 billion in sales by 2024.” (Source: Coresight Research)
Facebook, TikTok, and Instagram have all offered tools for livestream purchasing as well as collaborations with different influencers. For instance, the live shopping feature on TikTok mixes live streaming with online purchasing and enables the target market to make purchases without ever leaving the app.
Live shopping makes it possible to browse and buy things in a straightforward manner while having a seamless shopping experience. “Four times more than mega-influencers, middle influencers were able to draw 40 percent of their viewership through live streams.” (Source: Statista)
Last year, live video streaming ranked third among all content types – influencers engage their followers by showing products, by responding to chat inquiries and by providing links to buy the products. For one-off partnerships and affiliate marketing initiatives, social media influencers will continue to promote brand content using live video and interactive content.
TikTok Spending Will Increase
TikTok has seen significant growth that will continue in the coming years. “In 2022, TikTok social media posts will receive an average interaction rate of 5.96 percent.” (Source: Social Insider)
Budgets will reflect a considerably higher focus on TikTok than on other social channels since many Gen Z consumers are coming of age and starting to make purchasing decisions on their own. “Advertisers will spend $1.05 billion on TikTok in 2023, and by 2024, they'll have doubled their spending from the previous year.” (Source: THEB2BHOUSE)
Additionally, TikTok has made data public about the effectiveness of the platform for e-commerce companies.
Create Successful Influencer Marketing For Your Brand
Influencer marketing is an effective social media marketing tool for companies to expand its customer base and ultimately, increase their revenue. Influencer marketing has a noticeable ROI and it should be included in any digital marketing approach.
Allen Marketing Communications, Inc. team of influencer marketing professionals stay on the pulse with current trends to build the word of mouth visibility for brands.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
Consumer marketing public relations builds brand and consumer awareness for consumer products and services. In today’s competitive market, a strategic communication plan helps to identify the unique characteristics, to distinguish a company from its competitors and build loyal customers.
Businesses must understand these customer trends and inclinations in order to create marketing and communication plans that are successful in helping them to grow their business. Our agency relies on market research and examines consumer data, and insights on consumer behavior to help businesses modify their messaging and product offerings.
Businesses these days are always looking for new, creative ways to build brand loyal customers. To help companies maximize their marketing efforts, New York consumer PR agencies such as Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency provides a wide range of services, including brand building, media relations, consumer promotions, social media and influencer marketing, website design, and SEO to help companies capture their share of voice and share of market.
Here are the benefits of an integrated consumer marketing campaign.
Brand development is key to building a solid market presence with loyal customers. It is important to deliver consistent brand messages through a variety of platforms to build brand identity and familiarity with consumers.
Consumer marketing public relations agencies are experts at developing thorough brand development plans that are consistent with a company's fundamental values and appeal to the target market, thereby boosting brand equity and customer engagement. “Revenue can rise by up to 23 percent with consistent brand presentation across all channels.” (Source: Lucidpress).
An integrated consumer marketing campaign conveys the same message through numerous channels. It is important to be consistent with the message to build consumer trust and a strong brand image. Brand visibility and coherence are three times more likely to occur for brands with consistent messaging.
Media relations is an effective tool to develop credible third-party stories in the press. It is important to stay abreast of industry trends and news to keep your client top of mind in the press.
It is important to provide a steady stream of topical press releases to share all the wonderful new developments from your clients.
It is important to integrate the SEO keywords throughout the press release to improve a company’s online visibility and ranking in searches when a press release is reprinted verbatim in the media. Businesses may get favorable media coverage, build their brand's reputation, and increase consumer involvement by utilizing the potential of integrated media relations. Customer engagement can go up by 57 percent when content marketing and media relations are combined (Source: Demand Gen Report).
Customer loyalty may be fostered, sales can be increased, and brand awareness can be raised with the help of consumer promotions. According to research, “84 percent of buyers are more inclined to make a purchase if it is accompanied by a promotional offer.” (Source: Yotpo).
Businesses may generate a sense of urgency, increase conversions, and build a devoted client base by carefully coordinating consumer promotions with other marketing elements such as media relations and social media marketing.
Social Media And Influencer Marketing
In this digital age, social media and influencer marketing are now essential for building brand awareness and loyal customers. It is important to understand the demographic profile for social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to reach your target audiences.
Social media and influencer marketing campaigns build authentic brand experiences, interact with customers, and develop a devoted online community. Research reveals “68 percent of consumers have bought something as a result of viewing an influencer's social media post (Source: Sprout Social).
SEO And Website Design
Any effective integrated consumer marketing campaign must include a well-designed website that is search engine-optimized (SEO) for online searches . Consumer PR firms in New York work together with web designers and SEO specialists to develop attractive, user-friendly websites that perform well in search engine results.
“Seventy-five percent of consumers seldom scroll past the first page of search results, while 93 percent of online experiences start with a search engine.” (Source: Smart Insights). Consumer marketing PR firms can help companies to improve online visibility, drive organic traffic, and enhance conversions by optimizing websites with pertinent keywords, user-friendly navigation, and appealing content.
Enhanced Personalization And Targeting
Consumer marketing companies can broaden their reach and establish connections with customers through many touchpoints by integrating media relations, social media, influencer marketing, website design and SEO and consumer promotions.
Businesses can utilize integrated consumer marketing strategies to collect data from many channels, hone their targeting, and customize their messaging. Businesses may send pertinent material to particular audience segments using this data-driven strategy, which improves the efficacy of their marketing initiatives.
“When brands offer personalized experiences, 80 percent of customers are more likely to make a purchase.: (Source: Epsilon). Our team of consumer marketing public relations professionals are here to help companies improve brand awareness, establish trust, boost consumer engagement, and boost sales.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.