22.07.2015

Why is engagement marketing growing share in the digital age?

By Blair Glubb CEO

Having spent many years working in digital roles, it’s intriguing to see the growth in marketing spend on delivering real life experiences in B2B and B2C.

There’s an inescapable logic to this. In the digital age, relationships can be increasingly virtual and ephemeral. So companies are re-discovering a basic marketing truth.  There’s nothing like a real, shared experience. It means people can ‘feel’ the message and the brand, rather than just be exposed to it. And this builds a far deeper and more emotional response with consumers.

The rise in digital significantly grows the reach of these ‘experiences’. Today live events and online are almost always blended, whether publicly or privately. Tools like webinars, social media, content sharing, and collective media (such as photo and video sharing) are increasingly ubiquitous.

Sadly there’s not much hard data on engagement marketing in NZ. But in 2014 US B2B marketers rated in-person events as the most effective tactic they use – for the fourth year in a row. 70% believe events are effective. This compared to only 45% who thought social media was effective, despite this being the most used tactic. As a result over 20% of U.S. B2B marketing budgets are dedicated to events.

We’re seeing the same trends emerge here in New Zealand.  Events and experiential are no longer ‘below the line’ but are becoming a leading strategic driver for companies. Ironically, the rise in digital has made us treasure ‘real’ experiences even more than before, as well as amplifying their effectiveness.

Events
We live for the energy and spontaneity of a live audience. A great event transports people and will influence them more dramatically than any other medium. But you only get one shot. That’s why clients come to us. If it’s sensitive, business-critical or reputation defining, we are the team. Having grown from a performing arts background, Uno Loco is all about creativity, but these days we’re also the safest hands in town. The corporate sector is our natural home but we’re also popular with governments, royalty and VIPs. We are the total solution for all events; corporate, civic or state.

Case Study

REPCO

Case Study

HARVARD ALUMNI

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NZTE
Lion Awards

Case Study

Lion Conference
Experiential
In today’s digital landscape one on one human experiences have never been more valuable. Experiential marketing is now considered the most powerful consumer engagement strategy by marketers globally. A key success measure for experiential marketing is platform reach. We are the experts for multi platform delivery. We create exceptional live experiences and our media team can then extend the experience into any digital or social realm. We believe that the capture and sharing of the experience must be a central component of the core idea. Uno Loco has the experience, tools and creative to connect with consumers in any space.
Media
We’re in the business of transporting audiences with brilliant stories, beautifully told. Corporate, Customer or Consumer we do it all. Our corporate team has twenty years experience, producing business messaging and corporate content for some of Australasia’s largest organisations. We are all about business, with a team of specialists setting the bar for corporate and government video. Our consumer-facing team honed their skills creating international campaigns, documentaries and TV shows for massive global brands. We deliver any format to any platform. Uno Loco is a full service production house, delivering total solutions across strategy, creative and production.

Case Study

Big Facts
Incentive
We’ve been creating brand-infused experiences for 20 years, so it’s a natural evolution to bring this knowledge and expertise into the world of incentive, recognition and reward. We are in the business of creating peak experiences for business purposes, designed to target and motivate each specific group and tier in your programme whatever the flavour. From the Grand Canyon in an F16 fighter jet, to a 5 star sensory overload here in NZ, we deliver experiences that are truly jaw dropping. If you need to inspire sales people, reward top customers, or deepen your relationships with your channel partners… lets talk.

Case Study

Gold Leaf

Case Study

Incentive Program