The what and how of virtual experience marketing

You have your virtual reality headset on, and so are the thousands of people attending your virtual event. They experience the space you have created in 360 degrees and in spatial sound. You’re about to launch an impromptu press conference, one in which you’ll announce The Next Big Thing before interacting directly with your virtual attendees.

You didn’t invite them here. You don’t have to, because you knew they’d be here – it’s their online VR forum where they discuss what your company does, and it’s about to become a live event. Because you are speaking where your customers already are, all eyes and ears are on you, and they want to know what innovative and exciting new concept you can teach them.

The stage is set for a virtual experiential marketing (VEM) event, and you’re here to tell a message. That’s the whole point of these immersive experiences – to build a positive relationship with your target audience through direct interaction.

This is what a VEM strategy might look like—and if you ever need advice on how to create an effective VEM campaign, consider what marketing genius Captain Jean-Luc Picard often told his crew: “Engage.”

What is Virtual Experience Marketing?

Marketing comes in a variety of types, all with different purposes in mind. VEM broadly encompasses a wide range of marketing strategies focused on connecting directly with the customer in a way that builds a personal connection between them and your brand. The key word here is “virtual”, as this...