The explosion of digital and virtual engagements in the last year has been nothing short of remarkable. A lot of these technologies being used have been in place for many years, but the lack of in-person events and the cancelation of so many programs has led to forced adoption. At first, people thought that virtual programs could wholly replace the real experience.
The cost savings were adored, the lack of travel was appealing. However, after a long year of exclusively virtual programs we all began to grow weary of another Zoom meet & greet, another virtual "experience."
We expect to keep some of the best parts virtual programs had to offer as we move forward but we have found that the best activations ultimately come from real experiences for your partners, customers and employees.
Going Purely Virtual Has its Downsides
For a time, we had no choice but to go purely virtual. As more virtual programs ran, brands increasingly found out that going all-digital has its risks as well. There is the eventual "Zoom Fatigue" that seems to set in and of course the fact that no matter what you offer, your guests are ultimately still just sitting at their desk.
The leading social advertising platforms also have been running uphill over privacy concerns, appropriate content distribution practices, manipulation, and spam. No doubt they will continue efforts to clean this up, but it makes for an excellent opportunity for your brand to diversify into other forms of marketing. Now more than ever, we cannot forget about the explicitly human element of marketing that can leave a mark and give you chills.
Re-Introduce Your Brand’s Offline Touch Points
If you focus on creating an impactful and real experience for your stakeholders, the digital content will follow naturally especially if you focus on engaging the right audience. Your guests will spread their experience faster and more authentically than any single form of advertising.
Bringing people onsite to experience your brand in person is far more impressionable and shows an investment on your part to engage others of similar interests. Various forms of sponsorship allow this engagement to take place and with the right activation, your guests will be blown away.
Other than just the racing, venues are increasingly improving their onsite experiences. Indianapolis Motor Speedway, recently purchased by Penske Corporation, brings together history, music, racing, golf and more in one epic venue. Remarkably, this list of experiences is only what is available to purchase. With the right partnerships and networks, we can build business programs that open your brand up to the world's best "can't-be-bought" assets to leverage with your employees, partners and customers.
What are the ways you bring offline touchpoints to your brand?
Updated for added value.