Until 2020, experiential marketing projects nationwide provided a steady stream of opportunities for wide-format graphics providers to vehicle wraps, pop-up event structures, temporary signage, backdrops, and custom props and environmental graphics. But this work dried up instantly as in-person gatherings were halted due to COVID-19. So what does 2021 look like for experiential marketing?
Agency EA, an award-winning brand experience agency in Chicago, has announced the findings
of its fourth annual research study on the state of experiential marketing. The industry-wide
survey looks at anticipated trends impacting experiential marketing in 2021 and
beyond.
This year’s proprietary research study asked representatives of Fortune 500 companies, top agencies and vendors questions about:
- their perspective on industry spending,
- factors impacting in-person programming,
- the most effective virtual event tactics, and
- the best use of experiential investment when budgets were drastically cut
Below are a few findings from the report:
- 60% of brand-side marketers continue to invest in experiential as a way to effectively connect with their target audience.
- 66% of brands noted that their budgets decreased with the transition to virtual events.
- More than 1 in 3 marketers anticipate growth in their organization’s experiential budget within the next 18 months.
- 90% of brand-side marketers say they agree that virtual and hybrid experiences are critical to their organization’s success.
- 60% of those brand-side marketers look at virtual events as a short-term solution to global social distancing policies rather than a long-term investment.
- 90% of brand-side marketers continue to stand behind the effectiveness of in-person events as being a vessel to connect and strengthen their organization’s relationships with their customers.
- Brand-side marketers agree that engaging and connecting with their audience, capturing audience attention, and organic networking opportunities are the biggest challenges when planning virtual or hybrid events.
- 72% of brand-side marketers are relying on the distribution of the COVID-19 vaccine as an indicator of when they can transition to hybrid experiences.
- 72% of event marketers agree that attendee safety/security and health/wellness are key issues to address in 2021 and beyond.
- 88% of attendees feel more connected to a brand after an in-person, rather than a virtual event — proving the value of face-to-face experiences.
About Agency EA
Agency EA is a full-service brand experience agency that connects brands with their target audiences through hybrid and virtual events, strategic marketing campaigns, digital engagements, and experiential activations.
The company began as Event Architects in 1999 with just two employees and two clients. They primarily produced events for Chicago-area companies. In 2011, the company rebranded as Agency EA to better serve clients seeking full-service agency capabilities.
In 2020, Agency EA became a division of the EA Collective. The other two divisions in EA Collective include: Storyhorse and Studio Sage. :
- Storyhorse is a brand-development and storytelling agency that helps clients with research and strategy, messaging and visual identities, style guides, and rollout tactics.
- Studio Sage is full-service, state-of-the-art broadcast and green screen studio. Specialties include webcasts and webinars, virtual events and conference broadcasts, and corporate and brand videos.
“Working together or independently, our divisions help strengthen our clients’ brands, engage their target audiences, and optimize value,” says Gabrielle Martinez, co-founder of EA Collective. “Every journey is unique, and our clients can choose a custom solution, partnering with one, two or all three of our divisions as an integrated team.”
For more information visit: 2021 State of Experiential Research Study Findings – Agency EA