Organizations of all sizes leverage events (e.g. seminars, tradeshows, bus tours, etc.) to create engaging interactions with partners and customers. Since events are difficult to measure, digital tools have become an injectable measuring stick before, during and after physical events. As these digital measurements have grown, marketers have taken a detailed, scientific approach to identifying, analyzing and iterating the involvement of digital media within their events. A recent Eventbrite whitepaper (Social media: What is the science behind online engagement at an event?) displays this approach as it explores what it takes to make an event post trend on social media. In other words, how can marketers structure their posted content to increase the probability of an attendee to retweet or share it?
Is the experience of an event enough to gain customers?
Chobani is just one of the many brands that have begun to adopt experiential marketing into their marketing practices because of the consumer impressions they create. It also creates a chance for the consumer to interact with the brand and try the products it has to offer.
Chobani’s adoption of experiential marketing techniques is highlighted in the Event Marketer article written by Sandra O’Loughlin. O’Loughlin brings forward the positive effects experiential marketing has had for Chobani and it’s current Chief Marketing Officer Peter McGuinness.