Q&A with MAG Experience on how experiential marketing is going virtual

Event cancellations across the globe have forced experiential
marketing companies to shift their businesses online. Companies
like MAG Experience, a New York-based experiential marketing
agency, acknowledge the tough road ahead for the industry, but they
also see an opportunity to bolster virtual events and innovate new
offerings for clients. We spoke with Lenetta Pesotini, vice
president of the MAG Experience, about the shift to virtual
experiential marketing and the long-term impact of the pandemic on
the industry.

online meeting

Insider Intelligence: What do you think will be the
long-term impact of switching to virtual events?  

Lenetta Pesotini: Right now, we are in a
situation where everyone has to be working remotely. We don’t have
a choice. Because of that, people in financial departments are
seeing that virtual spend is a lot less than in-person spend. But I
do think that we are going to miss the human interaction. I think
that brands will start to see that. While this might dictate the
next year or two, I think the fears of being around a big group of
people will rinse off, and we’ll be back to normal one day. Now, I
can guarantee you that when it does get to that point, hand
sanitizer and Lysol wipes will be the first items on our load list
going forward. But I do think that we will get back to normal.

Insider Intelligence: Do you have any best practices for
marketers on how they can shift to virtual events during the
pandemic? 
  

Lenetta Pesotini: Think about your attendee
first and foremost. How can you make them feel like you’re
investing in them, even though you’re not under the same roof? How
are you making the content that you’re delivering interesting and
tangible? Are you gamifying it? Also, think about your audience
overall. Is everyone in the same time zone? Will you need to do
video-on-demand, so people can tune in on their own time? Or do you
need to lean on people within each region to deliver a keynote,
even if they would not necessarily be doing so if the event was
in-person?  

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Source: FS – All – Entertainment – News
Q&A with MAG Experience on how experiential
marketing is going virtual