Curating unforgettable brand events—from concept to creation

The old English aphorism, ‘Seeing is believing’ holds true more than ever today as brands struggle to stay relevant. As the world is stifled by digital overload, what stands out for the discerning Gen Zs are the personalised and authentic moments created by the digital natives.

The art of blending storytelling, technology, and consumer understanding is what pushes boundaries, and creates memorable experiences. From product launches to corporate meetups and cultural engagements, brands are not just selling products or services; they are selling experiences that forge deep and meaningful connections.

Moving beyond traditional methods, brands that capitalise on experiential marketing to generate rich content, real-world interactions, and lasting impressions top the roster. This trend is reshaping marketing strategy across the board. Let's understand what sets the tone for success in creating a unique, consumer-centric soirée—from concept to creation.

Crafting a great experience

Whether B2B or B2C, the ultimate goal of any experiential marketing event is to leave a lasting impact, and this requires meticulous attention to detail and a solid commitment to quality. From concept to execution, each element must be carefully chosen to cast a compelling narrative.

Aligning the brand's unique story and ethos with an appropriate theme will go beyond mere visual appeal. However, for some brands, the buck continues beyond creating an impression; they also use these platforms for effective lead generation.

From B2B tech summits to consumer-centric extravaganzas, several Indian brands have successfully created bespoke experiences to suit individual preferences, often powered by generative AI, to achieve the end-goal of collecting consumer data and driving sales.

In B2B scenarios, hosting a successful event means strategically designing it to build long-term relationships and to showcase industry authority. Drawing attention to the brand's unique value proposition and instilling consumer confidence is what ultimately drives business.

All hands on deck

Organising exclusive networking events, seminars on thought leadership, and hands-on product experience to maximise on-site engagement enhances attendee interaction and participation. Finally, it also involves leveraging technology to filter and nurture leads in the end game.

A case in point is TechVantage, an AI solutions company that organised a series of immersive B2B tech expos across target markets to showcase its solutions. It attracted diverse audiences—industry professionals, media representatives, and potential clients.

It gave participants an opportunity to engage with the brand's latest products through augmented reality (AR) and virtual reality (VR) experiences. Interactive demonstrations and workshops elevated the engagement levels. In addition to the extensive media coverage and positive feedback from the industry, there was a surge of 30,000 new followers across social media platforms and a 25% rise in website traffic, which indicates a 45% increase in brand awareness.

Fostering meaningful connections with decision-makers helped the brand with a 50% uptick in lead conversions. By harnessing experiential marketing tools, the brand garnered a tangible ROI and positioned itself as a leader.

An emotional tie

A B2C brand, on the other hand, focusses on fostering emotional connections, thereby winning consumer loyalty and advocacy. The shift from experience to conversions must happen at such events to ensure that people not only walk away with the memory but some potentials also become customers.

Brands largely cash in on these platforms to entice consumers to new product launches by showcasing the existing range and by offering them incentives such as buy-one-get-one and discounts to generate sales.

An exemplary case study is Lakmé Fashion Week, India's most prominent fashion gala. This much-awaited B2C event piques the interest of fashion dignitaries, the media, and general population. The event has become a lead generation machine.

A confluence of designers, celebrities, fashion enthusiasts, and influencers makes it an ideal platform for the brand to showcase its latest products. Live makeovers, influencer collaborations, and exclusive product launches create the much-needed buzz and encourage first-hand experience. Offering event-exclusive promotions, discounts, and online purchases through QR codes helps the brand capture valuable leads.

Looking ahead

The future of lead generation lies in a fusion of physical and virtual events, which has gained popularity in recent years. For example, Amazon India's Prime Day—an annual e-commerce event—uses the online medium to create an event atmosphere by incorporating live-streamed product launches, celebrity interviews, and influencer marketing. This allowed the brand to engage with diverse consumers while generating leads through interactive polls, quizzes, and product giveaways.

This shift is no longer just a trend; it is the future of marketing. The allure and beauty of this medium have attracted old and new customers for ages.

The perks of experiential marketing are endless and cannot be ignored by a brand that tends to create a unique identity. It is an asset in any brand marketer's arsenal that cannot and should not be ignored.

- Chanda Singh, CEO, XP&D.