The Return of Experience

Published on 8 December 2020

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The Chinese zodiac calendar dictates that 2021 will be the year of the Ox – Oxen are known for their diligence, dependability, strength and determination. Entering into a post-coronavirus existence, where we’ll need to graft our way back to normality, the characteristics associated with the Ox are just so perfectly aligned with the challenge ahead. Good times are on the horizon… we’re so nearly there!

However, don’t worry if you’re not too hot on the idea of zodiacs and star signs because, here at Sketch Events, we’d say 2021 is destined to be the year of ‘Experiential’!


What the New Year Has in Store…

With the United Kingdom now having approved the COVID-19 vaccination campaign (developed by Pfizer and BioNTech) the estimated timeline for recovery is beginning to shrink, meaning that we can all start getting back to living our lives very soon! Things like visiting family, meeting up with friends and even mingling within crowds of strangers will no longer be unsafe or restricted and the social aspect of humanity shall be restored.

The return of social proximity presents a great opportunity for businesses to harness the excitement of consumer. They’ve not been able to go into stores and online purchasing has taken over. Television and live-streaming have taken over from spectator events and concerts – people have been left with no interaction with the brands they know and love.

In 2021, brands must re-immerse their consumers through live, interactive experiences after what could be almost/over a year of social restrictions. We’ll all (without a shadow of a doubt) be chomping at the bit for all and almost any kind of interactions or experiences that we’ve been so deprived of since the start of the coronavirus pandemic.


Harness Experiential

Experiential marketing is a tool whereby a brand creates and provides a user experience for existing and potential customers to directly engage with the brand or a specific product/service. The well of opportunities within ‘experiential’ is quite literally bottomless. To help you plan ahead for next year, we’ve come up with a few trends that we think need to harness in the upcoming year…


Sampling Opportunities –

getting product back into people’s hands, after an extended period away from the high street, is going to be a vital component for the success of a brand in 2021. Enabling potential and existing consumers engage with the brand and its product/serve(s) on a personal level will evoke an emotional response that will resonate deeply with the consumer, creating memories that they can take away with them. So much so that, even if they don’t buy the product there and then, they’ll have a fond memory of the brand which would lead to an improvement in brand recognition and brand loyalty among consumers.

Influencer Led Campaigns –

Following this pandemic, the power of influence from high profile members of society – be it from social media, television/film or their own respective industries – increases dramatically. The reason being is actually a double-edged sword too, because the pandemic has led to an inflation of online promotion due to their being less footfall for any OOH advertisement. On top of this, the lack of access to outdoor advertising and social proximity would make the ‘pull’ of an influencer much more likely to draw people out of their homes for a real-life experience and to be able to interact with them up close in a social setting.

Live Music –

The UK is exceptionally well known for its festival season and also hosts a vast range of varied music events in its venues and concert halls across the country. Access to live music has been sorely missed in a country that is so hungry for it. Capitalising on people’s desire to hear live music again will be a great way to lure consumers in, and you can do this by incorporating live music into your brand activation. Provide an experience that not only shows off your brand and product range, but also rocks the house and raises the roof doing so!

Creating Your Own Brand Experiences in 2021

It’s no secret that the year of 2021 is going to be strained, financially, for any business. The COVID-19 pandemic has caused whole industries to grind to a halt, or at the very least significantly slow down a business’ ability to trade. Whilst aspirations will be big, available budgets will be restricted for the foreseeable future meaning it’s imperative that brands get a valuable return from their campaigns. Here at Sketch, we’ve been fortunate to have stayed busy over the lockdown and through the pandemic. The two main reasons we’ve had these opportunities are because of our adaptability and the fact that we are able to create a big impact on a smaller budget.

If you’re looking to kickstart your brand’s 2021 with engaging and impactful campaigns, then we’d love to hear from you! If you’ve not already seen what we do then check out our Case Studies page. We’ve done everything possible over the lockdown; from robotic product deliveries to simultaneous, nationwide statue installations. To get in touch with us, you can visit our contact page – or give us a call on 01273 749 000 and we’d be more than happy to speak with you about your requirements.

We look forward to hearing from you and we wish the very merriest of Christmases!