2019 Trends: Experiential Marketing
GPJ Germany covers the eight trends that stuck out this year

This post was originally published on GPJ Germany’s blog and is translated to English below.
The year is drawing to a close and it’s time for us to look back. What were the major trends and which ones will continue into next year? Based on our event insights, expert discussions, and our international expertise, we have compiled a current Marketing Trend Report for 2019. In our opinion, the eight most important trends this year are:
1.CSR Identity
Whether rooted in sustainability, diversity, or education, Corporate Social Responsibility took a main focus in the planning, content, and design of brand interactions this year. Especially at events, authentic messaging can be better established and leaves a positive impression on visitors. Customer relationships and mutual trust are strengthened and the value of the company can be increased.
2. Gamification
Collect, score, and win. Competition — not only with others, but with themselves — motivate people to want to play. Companies can use this to their advantage at trade fairs and attract consumer attention with gamified interaction. In 2019, various gamification approaches could be found at all kinds of events, from in-person competitions to extensive VR simulations.

3. Selfie Culture
On Instagram, Twitter, Facebook, and even LinkedIn you can find people posting selfies with simple backgrounds or stylized backdrops. In order to attract as many visitors as possible to an event, organizers maximize the number of opportunities to share the experience on social media. That’s why increasingly, companies are offering exceptional photo opportunities with an integrated logo or event motto at their events, which should motivate attendees to take photos and share them with their followers. The content varies from food with a stamped logo to elaborate installations.
4. Hybrid Experiences — Physical Meets Digital
Information tailored to your own interests and discovering a brand at your own pace — that is what hybrid experiences offer consumers. Along the process of the visitor journey, physical elements or installations can arouse the interest of the visitors; if this is aroused, they can further immerse themselves in the subject using digital elements.
5. Multi-sensory
At events, companies are not only stimulating sight, but also also scent, touch, sound, and taste. This multi-layered communication enables customers to immerse themselves deeper into the world of the brand. We think this famous quote by Maya Angelou summarizes the strength of this experiential marketing approach well:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

6. Personalization
Due to the increasing personalization in everyday life, users also expect more and more customization at events. This can now be created automatically using new technologies. Visitors feel directly addressed and integrated into the experience, which can greatly enhance their emotional attachment to the brand.
7. Mobility & Urbanization
The heightened awareness of our environmental impact as well as an increased focus on sustainability means that the subject of mobility and urbanization is on the agenda of many events and lectures. However, it’s not just the topic itself. The infrastructure around an event location is increasingly coming to the fore: can attendees travel by public transport to get there, and what sustainable transport options can be offered locally at the event?

8. Unique Locations
Unique locations still leave a strong and lasting impression, which is often shared on social networks. You can either choose an exceptional location that will trigger emotions upon arrival, or it can be achieved by a special interior design which uses distinctive furniture like swings or sectioned off corners where attendees can relax, unwind, and share their content.
There were many new approaches, opportunities, and priorities exhibited this year within the world of experiential marketing and we are curious to see not only how those develop in 2020, but what new trends will arise next year.

