An experiential consumer event is much more than a fleeting attention-grabber. It’s a powerful brand encounter that leaves a lasting impression and draws the consumer back to your brand. Here are five practical tips for creating an emotionally engaging event. Also read why the right event location is a decisive factor for success.

Consumers increasingly value experiences and authenticity. That’s why successful product or service marketing requires more than just appealing offers. Event marketing is one of the most effective ways to spark consumer interest and build a genuine, memorable relationship with a brand.

With the right goals, content planning, immersive experiences, and a suitable event location, you can create lasting impressions that push your brand forward. Here are five tips for executing an experiential consumer event.

1. Start by defining clear objectives

A well-designed consumer event is based on precisely defined goals. Whether it’s launching a new product, increasing brand awareness, or achieving concrete results such as a specific number of product samples or sales growth, the goals shape both the content and execution.

According to Mikael Castrén, CEO of LIWLIG Finland, the importance of setting clear objectives cannot be emphasized enough. 

– In addition to measurability, goals guide the entire event planning process. For example, when sustainability aspects are included already in the goal-setting phase, they can be better integrated into the event itself.

LIWLIG is a Nordic event and brand experience agency that organizes over 1,500 events across various industries in Finland and globally every year.

2. Know your target audience and tailor the content accordingly

Every brand communicates differently with its audience, so the event’s content and format should be customized for the target group. A flashy and agile promotion might be enough for product sampling, while a launch may require a larger-scale experience, influencers, brand communities, and program content. Combine brand ambassadors, select suitable artists, and leverage the expertise of a production agency to ensure every detail supports your strategy.

3. Choose a location that supports your goals

Choosing the right venue is critically important for successful experiential marketing. At best, the event location brings consumers directly to your event and provides marketing channels along with built-in event technology.

Mall of Tripla is Finland’s most vibrant shopping centre, with its unique Event Square designed specifically for large consumer events, from launches to interactive experiences. Tripla sees over 550,000 visitors weekly, and its location at the heart of Helsinki’s transport hub makes it the most accessible venue in Finland. Tripla is also fully accessible. Its technically advanced infrastructure enables a visually impressive event. In addition, nearly 100 digital screens offer fantastic brand visibility before and during the event.

LIWLIG Finland has utilized Tripla’s opportunities for organizing events many times. LIWLIG recently held its own invitation-only event at Tripla. They wanted a versatile space suitable for an immersive experience.

– We initially considered warehouse halls in Vantaa, which can be customized quite freely. But if you want a large audience, it’s important to choose a location that’s easy to reach and where guests feel comfortable. Tripla was the perfect choice for us and our guests, Mikael Castrén says appreciatively.

4. Invest in marketing – make the event something to look forward to

Even if the location is ideal, you shouldn’t rely solely on walk-in traffic. Effective event marketing begins well before the event itself. It builds anticipation and curiosity, sparks interest, and attracts even those consumers who wouldn’t otherwise attend.

Use a multichannel approach for marketing: social media, influencers, websites, newsletters, and partners. It’s important to be visible where your target audience is present.

The event can also be linked to a current trend or marketing campaign, which can ultimately drive sales or at least increase the time consumers spend with your brand. LIWLIG has experience with this as well:

– Our client Astara, the importer of Kia and Mitsubishi, held an event at Tripla’s Event Square. It was directly connected to the Auto Show at the nearby Exhibition Centre happening at the same time, and vice versa. Many visitors ended up attending both locations simply because we successfully linked them together, says Mikael Castrén.