Focus on Real Experiences and the Content Will Follow

The explosion of digital and virtual engagements during the pandemic was remarkable. Many of those technologies had been in place for many years, but the lack of in-person events and the cancelation of many programs forced even the slowest organizations to adapt. 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 everyone began to grow weary of another Zoom meet & greet, another virtual "experience." It all got old rather quickly.

We did keep some of the best parts virtual programs offer as we moved 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

There was a time when there wasn’t any choice. As more virtual programs ran, brands increasingly discovered that going all digital also had risks. 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 these issues will continue to be addressed, 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 touchpoints

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, for example, 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 to the world's best "can't-be-bought" assets to leverage with your employees, partners and customers.

Embrace the technology, but don’t forget about the humanity.