As an Experiential Event Marketing Agency, we already knew (before COVID-19) that there is nothing more powerful than humans sharing experiences. It is fundamental to our enjoyment of life. For example, people have been known to fall in love at first sight, make lifelong friends out of a weekend retreat, and better understand life’s nature by interacting with other people. As a result, Evolve Marketing activates and creates strategies to enhance the power of shared event marketing experiences.
The Power of Shared Experiences
Scientists studied the effects of the experience of eating chocolate alone or with other people. Both positive and negative experiences are amplified through sharing. In short, there is a psychological enhancement of the experience gained by being with others.
The power of physical human connection has never been more vital in our collective history. Our communication technology (through social media) gives us remarkable power to reach more people than ever. These tools were important while we stayed home to flatten the infection curve. However, social media was no replacement for sharing in-person experiences with other humans.
The unified effort to minimize a global disaster kept us from meeting face-to-face. Consequently increasing the desire to see and be with people. In the absence of physical contact and proximity, digital technology was all we had. But it was not enough. For instance, a new psychological syndrome called “Zoom Fatigue” became a familiar term.
Subsequently, the pandemic has shown us just how important human connection is in our lives and event marketing. Indeed, ordinary experiences are greatly enhanced when shared with friends. Sharing a beverage product sample at an event or attending a pop-up marketing store with a friend changes our experience. Likewise, happiness and quality of life seem to depend upon someone with whom to share the moment. As a result, Evolve Activation is dedicated to maximizing authentic connections for our clients’ brand event activations.
Event Marketing After The Pandemic
During the pandemic, event marketing opportunities were put on hold. We fully understood the importance of shutting down to protect human life, so we patiently waited for the opportunity to get back to working on event activation strategies. In the meantime, we were busy dreaming up new ways to create meaningful experiences for consumers to connect with brands. We also dedicated our time to maintaining and building our event vendor network to provide sustainable offerings to our clients. While the future still holds uncertainties, one thing we are crystal clear about is that in-person experiences are more powerful than ever. We quickly learned, “You don’t know what you’ve got till it’s gone.” – Joni Mitchell.
