5 Ways to Use Temporary Structures to Create Immersive Experiences
The impact of immersion.
Whether it is a pop-up retail store, fan zone or an exhibition, events are a highly effective method of building brand awareness and affinity through hands-on experiences for both new and old clients. Statistics have shown that,
- “85% of consumers are likely to buy after participating in events and experiences.” – Event Marketer
- “70% of users become regular customers after an experiential marketing event” – EventTrack
- “74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the promoted products.” – EMI
But what makes event marketing so effective? When done well, these immersive experiences engage with multiple senses at the same time to surprise and delight visitors. Experiencing positive emotions enhances our memory, making it easier to recall details such as settings and outcomes. By making your visitors a part of the experience, you make it easier for them to recall your brand/business when they are looking to purchase.
5 ways temporary structures can improve immersion
From historic buildings to beautiful beaches, temporary structures open opportunities to set yourself apart from competitors by taking your event to unique and memorable locations.
Consider where your visitors are coming from and where they will go next. By placing your temporary structure in high footfall areas such as city centres, shopping centres, venue entrances and key features, you can intercept visitors’ paths of travel and make yourself a direct part of their experience.
Some types of temporary structures are designed with soundproofing properties. For example, did you know that Evolution Dome structures can reduce sounds in the range of the human voice by around 20dB.
These properties can be used to isolate outside noise to ensure your team has visitors’ full attention or improve the acoustics inside the structure for those events where you want to keep the party going!
Utilising branding options is a great way to help creative sparks fly! From fun, seasonal designs to transforming structures into real-world objects, structures can be used to grab the attention of passersby and build engagement and a sense of excitement.
Additionally, branding options are a powerful way to communicate who you are, your brand values and key messages in a way that resonates with your target audience and follow them after the event.
While your needs will vary by business and event type, well-executed branding is an effective way to generate engagement by encouraging them to share their experience with their peers and loved ones.
Lighting can be a powerful tool in setting the mood for visitors and easing them into a headspace to have fun and positively engage with your brand. Traditional uplights are a simple but effective way to enhance immersion without heavy costs.
However, if you want to take the experience to the next level, structures with plain, light fabric can be used for 360° projections and light shows; adding an extra WOW factor to your event.
Sometimes surprise bad weather, operational changes and unexpected circumstances changes can take even the most prepared teams by surprise. However, the easy transportation and storage of structures combined with quick set-up and breakdown allow for extra flexibility in the event of change before visitors arrive.
By choosing the right structure at your event, you create opportunities for creative and immersive experiences that engage visitors’ senses. The spark of excitement will follow them home after the event and place you at the forefront of their mind when they are ready to buy or recommend products and services.
If you’d like to learn more about how Evolution Dome structures can be used to bring immersive experiences to your target audience, contact the team at Info@evolutiondome or call us on 01487 640640.