The Park, a brand experience agency, has released a new report focusing on the future of experiential marketing – a technique for growing brands and proving what they’re about.

Drawing on research from YouGov, authored pieces from The Park’s leadership team and interviews with industry experts, the report starts with a table overview of what we know about current and future restrictions on our lives and what it means for our industry before looking at four key areas of focus.

Jack Lamacraft, managing director at The Park, comments: “Now more than event it’s important to be on the front foot and acknowledge and understand what the landscape looks like for experiential marketing moving forward. In our report, we’ve dug deep into the psychology of experiences and social distancing, the look and feel of future event spaces, the role of technology and how health and safety will be impacted following the current COVID-19 restrictions.”

Some of the key findings and considerations from the report are:

Psychology of experiences

Marketing and experience professionals should focus on three key areas around the Psychology of experiences – desire, novelty and fear.

Desire

  • The current situation has clearly created some feelings of disconnection- psychologically and physically. But it is a specific type of connection that is missed- not the relationships themselves, but the act of socialising.

Novelty

  • YouGov’s tracker tells us that “boredom” and “frustration” have replaced “stressed” and “scared”, as the strongest emotions currently felt by the British people. They will be looking for novel experiences.

Fear

  • While research suggests most people are intending to go to pubs, gigs, theatres and restaurants as much as prior to the lockdown, there are clear fears to be relieved to encourage people to attend events and experiences.

Will Worsdell, strategy director at The Park explains: “There is reason for hope, and there is reason for concern. But above all, it is important to consider how people are feeling about events, experiences and socialising as opposed to just focusing on what the government might say they are allowed to do. That way we will be able to create activity they truly want, and maybe even need.”

To read the full report, click here.