GRADIENT Experiential is an award-winning experiential marketing agency based in New York City. The creative agency was founded on the belief that strong emotions generated during an experience create longer-lasting connections between humans and brands. From livestream to IRL (in real life) experiences and all the content that supports them, GRADIENT empowers marketers to thrive in a world that constantly evolves.
What is Event marketing?
Today’s consumer faces countless ads a day, creating a veritable white noise of branding, so when it comes to making purchasing decisions, you really need to catch the buyer’s eye in a memorable way. One particularly effective method of connecting with customers is through event marketing. Event marketing describes the process of developing a themed exhibit, display, or presentation to promote a product, service, cause, or organization leveraging in-person or live engagement. Events can occur online or offline, and can be participated in, hosted, or sponsored as a form of engagement.
Using events as a marketing channel gives customers a unique, firsthand interaction with the company and a true sense of the company’s focus, perspective, and personality. It allows customers to experience the brand. While there are less time-consuming and costly methods of marketing, incorporating event marketing into your overall marketing strategy can pay dividends in connecting with buyers on a meaningful level.
Event marketing can benefit businesses in many ways. Aside from helping to build brand presence before, during, and after the event, you can generate leads, pipeline value, and new opportunities. Event marketing can also help promote a specific product and increase overall customer satisfaction, retention, and engagement.
“Not all events are created equal". Companies must consider live events an extension of their brand and content marketing and build events that really engage. That means thinking about the human experience you REALLY want your audience to experience. A brand ambassador handing out flyers is unlikely to hit the mark.
GRADIENT’s approach to Event Marketing
GRADIENT is a NYC-based creative collective delivering full-bodied marketing strategies thanks to what we refer to as “whole brain integration”—which is another way to say creativity paired with strategy—quantifiable metrics and thoughtful social amplification. Coupling the shock and awe of exceptional events with the savviness of digital strategy, we work with brands to help them build increasingly personal connections with consumers, which translates into more eyes and more sales… and happier brand managers.
We believe that the human connections we create are becoming the new media, the real content. User experience is needed in the real world, too, and we’re here to provide quantifiable results that help brands bring out strong, original platforms and campaigns. From this work, retail becomes the new media, events are the new luxury, and digitally native brands can't live without creating physical worlds.
GRADIENT’s in-house experts include producers, designers, strategists and innovators, that work together with this whole-brain approach to guide our clients towards the extraordinary. We offer a new type of creativity for a new type of world. Fueled by multiple disciplines, and built on emotional connections, we design, plan, and execute events, campaigns, and shareable experiences with a three-dimensional approach to marketing. Build it to connect, and make sure it’s felt. Everything else is just white noise.