By Eric Devericks, Chief Experience Officer
We’re in uncharted waters. It’s not often that an entire industry is turned on its head as swiftly or completely as what happened to experiential marketers in recent months. But as COVID 19 swept through the world, our entire industry came screeching to a halt.
But, to borrow from John Krasinski, here’s Some Good News: much of the world is beginning to open back up.
While experiences might look different than they did just a few short months ago, the desire to get out of the house and experience things is still very much alive. (As we’ve previously discussed on this blog, it’s why experiential marketing works.) And people are going to demand experiences in some form or another as more of the world comes back online.
But the experiential landscape has unquestionably changed. Tradeshows have been postponed and/or canceled. Sporting events and concerts aren’t happening right now, and probably not in the immediate future. And research has shown that touchscreens (which were previously considered ubiquitous and fairly benign) have now been deemed dangerous by consumers. It’s a brave new world out there.
As leaders in experiential marketing, EWI is leading the charge into the experiential future. While experiences still need to resonate with people on a deep level — same as ever — they also need to place a newly heightened importance on user safety. No experience, no matter how engaging, will ever build brand equity if the user is scared for their health.
We’ve been in daily communication with show producers, event hosts, sports stadiums, our clients, vendors to establish a WIP benchmark safety policy for experiential activations. And our common goal is common sense: protect anyone who interacts with or participates in the creation of events and activations — from consumers and attendees to onsite partners and clients to valued EWI employees.
Our plan is direct. Investigate what is being required by state and local authorities, event policies, our client’s policies and expectations, and our vendors’ own policies. Then establish a set of guidelines that meets or exceeds all of these criteria.
And we’re proud to be part of a large, industry-wide push to fight COVID 19 and aid recovery. For further info on industry efforts, check out golivetogether.com. And stay tuned for more from us as the country opens up again.
Stay safe everyone.