Consumer habits are in the midst of significant shifts—especially after the pandemic. In recent years, the pandemic forced a stop to in-person gatherings and events, and consumerism shifted to being predominantly online. However, after this shift, people gained a renewed appreciation for in-person events and real-world shopping experiences. Nowadays, as consumers are expecting more from businesses, retailers are innovating their in-person customer experiences to continue drawing in visitors post-pandemic. So, with the growing emphasis on in-person events, businesses will be expected to provide both online and real-world touchpoints more and more.

The events industry is rapidly evolving and growing, gaining popularity after the pandemic disrupted the industry for years. In fact, 98% of all event organizers are planning at least one in-person event this year. Although online events, like webinars, took precedence during the pandemic, in-person events and shopping experiences are back and projected to fuel significant growth for retailers in the coming years. 

So, in what ways can events enhance your marketing strategies and help your business grow?

Improving the customer experience for your business is a surefire way to build more customer loyalty and awareness for your brand. Real-world experiences can create committed customers who become brand advocates, helping your business further expand. Although the pandemic fueled e-commerce and online consumerism, today it is increasingly important to build real-world connections for a longer-lasting impact. This is known as experiential or engagement marketing, wherein businesses can build long-lasting connections with customers through memorable real-world interactions. Experiential marketing can boost your return on investment (ROI) and add value to your overall marketing approach. Plus, with the use of location intelligence, you’ll get an added layer of customer insights to help you make better-informed business decisions.

So, what should you keep in mind when looking to impress customers with real-world experiences, and how can location intelligence add value to these efforts?

If you’re tabling at an event, what makes your brand stand out? There are likely other businesses with booths or tables nearby, so what will help draw more event attendees in? Interactive experiences, contests, and freebies can not only attract folks to your table, but they can fuel consumer interest in your products or services within your budget. When a customer has a positive experience with your brand at an event, it can not only drive affinity for your brand, but it can immediately boost your brand above competitors that may be at the event, too.

This is also a great opportunity to do some location-based advertising by targeting event attendees and people nearby. With data-enhanced research and a deep understanding of your target audience, location-based advertising can help you reach a more specific audience who have already shown interest in your business by being in the vicinity of your event. This, in turn, can continue driving up your ROI.

Pop-up shops are a great way to generate buzz around your brand and attract new customers, too. Pop-ups may also be a great way to test the waters in a new location before expanding your business to the area permanently.

By understanding foot traffic trends in the pop-up’s area, and analyzing consumer data throughout the life of the pop-up, you can make informed and data-driven decisions about how to expand your business. Foot traffic analytics derived from location data can help you understand what high-traffic areas to bring your pop-up shop to, and it can provide a glimpse into the behaviors of your customers in that area. Do customers tend to revisit your shop? Do customers travel long distances to shop at your location? How long do your customers spend at your shop? All of this information is vital to your business growth.

Pop-up shops are also a great way to market your business, and can bring added value to your marketing efforts. Much like event tabling, pop-ups can create a lasting impression on your customers. If a pop-up shop is within your budget, the added research and marketing value this could bring may surprise you.

Events at your retail location are a great way to attract customers to your permanent or pop-up location. In-store events can add value to your marketing efforts because attendees may gain a deeper appreciation for your business after getting to know you and your space while having a memorable experience.

These events can look like giveaways, exclusive product launches, or even sponsored pop-up shops in conjunction with other businesses. There are a variety of ways to attract visitors to an in-store event, but the real fun comes during the data analysis phase. After the event, you may analyze consumer data like purchase data or online engagement during the event. However, adding location analytics to your data can help you paint a clearer picture of the type of consumers who are attending your events. With a greater understanding of the consumers who are committed enough to visit your brick-and-mortar store for an event, your subsequent events and marketing campaigns will be more accurate and effective.

There are endless ways to engage your market, but innovative, real-world events are increasingly important these days. To maintain a competitive advantage in your industry, engaging with your audience both digitally and in the real-world is best. Without an in-person experience with a brand, consumers are not as likely to build a lasting connection. And, without real-world location analytics, business owners are less likely to understand their customers as deeply as they need to in 2023.

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