Live Marketing: What It Is and How to Apply It In Your Digital Strategy

Live marketing is one of the marketing fronts that most had to reinvent itself with the accelerated digitalization we have experienced in recent years.

In this article, we will better explain this concept and bring practical tips on how to apply this tool.

Many professionals were used to in-person live marketing initiatives. And transforming a face-to-face initiative into an online one is not so simple.

In this scenario of excessively competitive attention spans, good content acts as a decoy to attract people’s attention. And it is with the use of technology that magic is possible.

Let’s start by understanding better what live marketing is, a strategy on the rise long before the digital transformation.

Live Marketing: What It Is and How to Apply It In Your Digital Strategy

What is live marketing?

Live marketing, also known as experiential marketing or event marketing, is a powerful strategy for businesses Many experts on the subject also consider it to be experience marketing.

So it is easy to understand that live marketing uses the sensory side to arouse more than emotions, but genuine sensations in the audience. And this is being done in several ways, the most common being face-to-face.

Do you know that sales rep that hangs around the supermarket handing out free samples? That is nothing more than a live marketing action, where you can try a product before you buy it.

In addition to demonstrations, events and fairs are the main formats of live marketing, either for promotional activities or merchandising.

Note that live marketing consists in promoting experimentation, and attractions that involve the five senses. And when it comes to the digital universe, audiovisuals are in command.

More than ever, sound and image dominate the main Internet attractions, with lives and YouTube channels gaining more and more audiences.

With the relaxation of health measures, it is possible to observe hybrid productions, which bring together the best of online and in-person.

How to implement live marketing actions

In many cases, live marketing actions focus on unique moments, such as events. Also called interventions, these activities can be punctual, very well planned, and tie the key messages together in a striking way.

More than generating experiences, this type of strategy aims to generate memories in the public. The idea is to leave a brand residual on the people who were impacted. Therefore, it is important to create a connection with the public.

Content and storytelling: tell a good story

It is through a good story that you will conquer the public. Think about the persona of your product or service: what are their pains and how will you solve their problems.

This is a very simple way to explain what a brand persona is. This definition is the first step in the content plan. Learn more about it in this article.

Build a narrative that engages the audience with your brand’s key messages and conveys your attributes in a coordinated way, across different platforms.

The audience is increasingly online and it is obvious that brands have had to keep up with this movement. In such virtual times, it is in the digital universe that the great innovations of live marketing can be found.

It is very important to have a good technological infrastructure, with specific tools that bring simple, autonomous, and multichannel solutions. Dedicate your efforts, your time, and your budget to building a secure, interactive, and intuitive ecosystem.

There is no point in having good content if it does not reach your audience in the right way or is not easily accessible.

Technologies to promote live marketing

Hybrid is here to stay, and live marketing actions must increasingly adapt to this scenario. This is a challenge for organizers, who need to develop different but complementary strategies for each reality.

According to Justin Lefkovitch, founder of Mirrored Media, this format “gave the public and brands the best of both worlds based on their own comfort level, and with increased brand reach, instead of relying only on regional events.”

Event Platform

It is the first step in offering an intuitive experience for attendees and organizing for producers. In a single system, it is possible to create the event’s website and registration page, as well as trigger registration confirmation e-mails.

Event platforms can be connected with streaming tools such as Microsoft Teams, Zoom, and StreamYard. Features such as chats, polls, word cloud creation, and reactions (as in social networks) are tools that can be used to create the event.

How Augmented Reality Is Going To Help Your Business

Augmented Reality

Augmented reality, also known as extended reality, is a technology that blends virtual elements into reality. Using cameras, sensors, and other audiovisual resources, augmented reality promotes the fusion between real life and the virtual environment.

There are several complexities of augmented reality. Holography, for example, consists of projecting 3D images, while the metaverse reproduces social reality. But we will discuss this topic in the next topic.


The metaverse can be considered an evolution of augmented reality. This is because it brings stronger social baggage. The big difference is the goal of creating virtual communities between real people. So much so that the main starting point of this technology is Facebook, the largest social network in the world.

Through 3D representations of themselves, users could watch movies, shows, and performances, and participate in other dynamics. Like online events and festivals. This opens up a new universe for digital marketing.

Live marketing cases and actions in the pandemic

Heineken World

The beer brand’s campaign made available to the participants of the Mundo Heineken event a very immersive experience. They could navigate through a complete virtual city, passing through content and events with specialists.

The corporate event focused on B2B, and gathered more than a thousand people in two days of events. Learn more about this campaign in this video, made by the agency that produced the action.


The luxury car brand offered a very interesting digital experience during the launch of JOYTOPIA, BMW Motor’s virtual platform that is being considered its own metaverse.

Experimentation was the main goal of the event, which included attractions such as a concert by the band Coldplay and a symphony orchestra, directly from a centenary German palace.

All of this with the option of participating in person, restricted to a few guests, and also 100% online. But with an addendum: the possibility to interact with your avatar directly on the platform.

Chatting with other people, accessing the backstage, talking to the band members. These and other activities could be explored by the participants of the event. Learn more about this innovative initiative here.

Therefore, what is evident in this new era of live marketing is that it is more digital than ever. Therefore, it is important to invest in content curation and in the technology that will support this interactive exchange.

With this combination, you will be closer to promoting a successful live marketing action. Good job!

5 Ways To Grow A Local Business With Marketing

Live Marking: Additional Tips for Success

Alright, let’s dive deeper into some practical tips that can set your live marketing events up for success. Remember, the key is to ditch the overtly salesy, traditional marketing playbook and focus on experiences:

1. Define Your “Why”

Before you start brainstorming the flashy stuff, take a step back. What’s the core purpose of your live marketing effort? Are you aiming to:

  • Generate leads: Focus on collecting valuable contact information for future follow-up.
  • Increase brand awareness: Think large-scale, shareable experiences that put your brand in the spotlight.
  • Drive sales: Offer special deals or create a sense of urgency to encourage on-site purchases.
  • Build community: Prioritize spaces for networking and meaningful connections centered around your brand.

Knowing your “why” will keep your efforts focused.

2. Location, Location, Location (and a Little Flair)

The right venue can make or break your event. Consider these factors:

  • Accessibility: Is it easy for your target audience to reach? Factor in public transport and parking.
  • Capacity: Ensure the space comfortably fits your anticipated turnout. You don’t want overcrowding, but an empty room looks bad too.
  • Ambiance: Does the atmosphere fit your brand? A rustic barn vibe won’t work for a sleek tech launch.
  • The “Extra” Factor: Don’t just get a space, make it an experience! Think lighting, music, and unique décor that leaves an impression.

3. Craft an Experience, Not Just an Event

People crave interaction. How can you turn passive attendees into active participants?

  • Demos and Hands-on Activities: Let people try your product or service. It’s one thing to tell them, another to let them feel the benefit directly.
  • Contests or Games: A bit of friendly competition adds excitement. Offer enticing prizes related to your brand.
  • Thought-Provoking Q&A Sessions: Don’t just lecture, open the floor for genuine conversation and knowledge sharing.
  • Partnerships: Collaborate with other businesses that complement your brand to create a more dynamic experience.

4. Embrace the Power of the Personal Touch

Live marketing is your chance to show the human side of your brand.

  • Staffing is Everything: Choose engaging, knowledgeable representatives who genuinely embody your brand values.
  • Small Gestures, Big Impact: Think branded gifts (that people actually want!), handwritten thank you notes, or one-on-one consultations tailored to each visitor’s needs.
  • Be Responsive: Monitor social media during the event, address questions and feedback in real-time – it shows you care.

5. The Follow-up is Where the Magic Happens

The event is the spark, the follow-up is what sustains the fire.

  • Timeliness is Key: Reach out within a few days of the event, while the excitement is still fresh.
  • Personalize When Possible: Segment your attendees and tailor your messages based on their interests or interactions at the event.
  • Valuable Offer: Provide an incentive – a discount, exclusive content, or a further consultation – to encourage action.
  • Data is Your Friend: Analyze event insights (attendance, engagement metrics, etc.) to measure success and make improvements for future campaigns.

Remember, live marketing is an ongoing conversation. Keep the dialogue going, nurture those connections, and watch your business thrive!

Live Marketing

Important Live Marking FAQs:

Here’s a set of FAQs to shed light on common questions surrounding live marketing:

1. What exactly is live marketing, and how does it differ from traditional marketing?

Live marketing prioritizes creating real-world, interactive experiences designed to engage consumers directly. Instead of just broadcasting a message, it invites participation and fosters a deeper connection with your brand.

2. What are some popular types of live marketing events?

The possibilities are vast! Here are a few common ones:

  • Trade shows & Expos: Showcasing your products/services in industry-specific events.
  • Product Launches: Creating excitement around a new offering with demos and buzz-worthy reveals.
  • Pop-up Shops: Temporary, unique retail spaces that generate a sense of exclusivity.
  • Workshops & Seminars: Sharing knowledge and skills directly with your target audience.
  • Brand Activations: Eye-catching, shareable experiences that put your brand in the spotlight.

3. Why should I invest in live marketing?

  • Stronger Relationships: Face-to-face interactions build trust and loyalty.
  • Increased Visibility: Live events generate buzz both on-site and through social media.
  • Tangible Demonstrations: Perfect for showcasing complex products or services in a hands-on way.
  • Community Building: Events are great for bringing like-minded people together around your brand.

4. How do I measure the success of my live marketing campaign?

Define your metrics beforehand:

  • Attendance: Track the number of people who engage with your experience.
  • Lead Generation: Collect contact info for potential customers.
  • Sales: Did the event directly drive purchases?
  • Social Media Engagement: Track mentions, shares, and hashtag usage.
  • Website Traffic: See if there’s a spike in visits following your event.

5. How do I choose the right type of live marketing event for my business?

Consider these factors:

  • Your Goals: What do you want to achieve (leads, sales, awareness, etc.)?
  • Your Budget: Pop-up shops can be costly, while workshops might be more budget-friendly.
  • Your Audience: Where does your target audience hang out, and what kind of experiences would resonate with them?

6. How much does live marketing cost?

Costs vary wildly depending on the event’s scale and complexity. Factor in venue rental, staffing, equipment, décor, catering, and any specialized services you might need.

7. Do I need to hire a professional event planner?

For small-scale events, you might be able to manage it in-house. However, if you’re planning a complex experience or have limited resources, an event planner can take a huge load off your shoulders.

8. How do I promote my live marketing event?

Use a mix of channels:

  • Social Media: Create event pages, share teasers, run targeted ads.
  • Email Marketing: Blast your existing subscriber list if relevant.
  • Partnerships: Collaborate with other brands for cross-promotion.
  • Influencer Marketing: Reach a wider audience through relevant influencers.

9. What are some common mistakes to avoid in live marketing?

  • Poor Planning: Rushing leads to mishaps. Set a clear timeline with plenty of buffer.
  • Ignoring Logistics: Think parking, crowd control, and accessibility.
  • No Follow-up Strategy: The event is the start, not the end.
  • Being Too Salesy: Focus on providing value and a positive experience first.

10. Can you give me some examples of successful live marketing campaigns?

Definitely! Look up case studies from brands like Red Bull, Glossier, and REI. These brands excel at creating immersive, buzzworthy events that leave a lasting impression.

That’s all! We have this article has provided enough information about live marking, and you should be able to implement it technique right away in your business. If you think, we missed something or you need to more information, drop your comments below

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