We focus a good amount of our discussions on the importance of creating an experience for events. Whether that experience is focused on the exhibitors at your show or the attendee’s, one thing is for certain: it’s the experience that will create a lasting impression.

Experiential marketing is a “newer” concept that has hit the events industry and exploded. We believe that focusing on the attendee’s encounter with your brand will help a message resonate. Let’s introduce another term to the mix: experience design, your brand, be it an event, business, or product, interacting with your consumer, allowing your company to come alive for them.

How do experiential marketing and experience design differ? With experience design, we strive for interaction, while experiential marketing seeks to engage. There’s a bit of difference between hands-on and getting someone’s attention.

Designing an experience for your attendee’s is no easy task. Consider all of the different demographics that will be in attendance at your event. Each person has a different set of preferences, likes, and dislikes, perceptions, and the way they interact with social media can vary greatly. With the capabilities that marketing automation brings us, the level of personalization that we compete with has increased as well. So how do we create a personalized, interactive experience for the entirety of our audience?