Hasta La Creative!

In a world overflowing with distraction and diluted with competition, it’s becoming harder and harder for businesses to connect with customers online. Today more than ever, brands need to step outside the digital box and find fresh ways to surprise and delight consumers in real, authentic ways. Experiential marketing has been climbing to the top of the brand-world totem pole for a few years now and shows no signs of slowing down. The U.S. Bureau of Labor Statistics predicts the event industry will grow by 44 percent from 2010 until 2020, and for good reason: 98 percent of consumers say they’re more likely to buy a product after attending an activation. Whether a company lives online, in brick-and-mortar or somewhere in between, in-person events carry the potential to leave a lasting impression on customers, whose attention has become a true commodity. But it’s not just about throwing a great party anymore. If businesses want to bond with their audience in a genuine way, they have to solve a problem and provide real value that customers can take home.

Heading into 2019, marketers need to think big and give customers a reason to engage. Markets are saturated and most consumers are in a perpetual state of sensory overload. To capture their attention, brands will need to make a big splash. The Concierge Club recently launched a “Zero Gravity Room” to get consumers excited about the HP Sprocket 200 photo printer. The highly Instagrammable experience allowed visitors to snap and print photos with the device while posing in a curated upside-down room. The Gravity Room had the wow factor to spark organic conversation, boost social sharing and invigorate online sales for the new product. We hired Toronto Raptor Danny Green to conduct a meet and greet with fans and drive awareness for the activation. As a result, expected turnout quadrupled and we secured nearly half a million impressions, plus it gained top-tier coverage on Canadian sports network TSN online. This unique, carefully curated experience is the kind of value brands should aim for to deliver customers to get them excited, drive product sales and win the experiential marketing game.

I launched The Concierge Club in 2011 to fill a white space in Canada’s premium events industry. From the beginning, my goal has been to curate full-service, exceptional events for top-tier clients, at any budget and always with a bold vision. With every activation we execute, the objective is clear: to exceed our client’s expectations and deliver tangible results.

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