During times of economic hardship, marketing is more important than ever. This isn’t just an opinion, it’s a fact – the 2008 global financial crisis and its aftermath proved that in times of economic downturn, brands that spend more on marketing saw better brand presence and consequently better profits in the long run. Brands that did so saw an enormous difference in success when compared to brands that cut down on marketing.
While this may seem unintuitive, it’s true to a simple fact: that brands that are perceived by consumers as being silent are seen as being on a downfall. Lack of marketing means lack of presence, and consumers like to support a brand that is seen as successful, as standing strong no matter the hardships. As such, marketing becomes far more important during troubled times than in times of prosperity.
That being said, such logic must be applied to current circumstances. The consumers of this era connect first and foremost with the experience a brand can give them, but opportunities for experiences can be limited with people reluctant to step out their homes.
So, the way forward would be to bring the experience to consumers’ homes. Many across the globe have explored this with everything from Zoom calls to virtual events and experiences. Given that so many are now engaging in this new paradigm, what makes your brand experience stand out among all others?
Beyond listing all the various factors that could be done spectacularly, we’ll give you the simplest, most straightforward one.
A gorgeous virtual stage is the backbone of your entire virtual experience. It’s where attendees will spend most of their time during your virtual event, and it’s what their eyes will be looking at most of the time.
A virtual stage is so much more than just a virtual background. It’s a detailed curation of a virtual environment, designed to capture and hold attention in an immersive way just as much as a physical stage at a concert is. You can pull off every other detail perfectly, but if your virtual stage fails to awe, your attendees will walk away unimpressed or thinking that they’ve wasted their time.
Firstly, aesthetic beauty and artistic design are the primary components of a virtual stage. Incorporating artistic flair into something that your attendees spend time looking at is always a bonus; and more importantly, it differentiates you from the average boring webinar that boasts a static background at best.
A critical point for creating a virtual stage is that it needs to adhere well to your brand identity. Attendees already have an expectation of how a brand’s visual representation looks like, so you’ll want to go above and beyond these expectations without distancing yourself too far from the image of your brand they’re familiar with.
Embrace the future of experiential marketing today.
For example, a virtual stage should build upon the colors of your brand identity, but add on enough of a futuristic flair that attendees feel a) that your brand is the next ‘hip’ thing, and b) that you’ve taken your brand to the next level with this representation.
The reason why we specify futuristic is that the current trend revolves around the modernistic look and feel. Given that audiences will be joining in your virtual event through their own devices, ‘futuristic’ is absolutely the keyword here; for you wouldn’t want them to think the tech they’re using to join the experience is better than your event’s technological capabilities.
As we’ve already stated, an amazing virtual stage is by far the most straightforward method of impressing attendees right from the start. Humans are very much visual creatures, and a pleasing and awe-inspiring stage creates the impression that you and your brand have not only caught onto the virtual event trend; but are instead ahead of the curve.
In a world where everyone is scrambling to deliver virtual experiences, it’s truly more important than ever to show that your brand is ahead of others, in a position of strength. This way, not only do your consumers feel confident in your brand presence, they also feel confident in their decision to support your brand.