Experiential events can be a great way to not only address issues, but really drive difference. Whilst other methods can create huge reach and start conversations across national borders, experiential has the ability to encourage people to connect ideas; force tricky conversations; or actively resolve an issue.
The sports industry has made noticeable efforts in recent years to encourage more girls to take part in sports (maybe it all started from #ThisGirlCan?) Known for their super interactive and exciting experience stores, Nike kicked off with a ‘female only’ sportswear shop designed to inspire the Women of London. Free weekly Nike+ training clubs, pant hemming, gait analysis and bra fitting is only a portion of what’s on offer. A hub for women to feel empowered and comfortable in an industry that, research shows, women often don’t feel as confident in. Is this experiential? Hugely! Store design, events and even sales assistants are all designed in a specific way for customers to interact with a brand – the whole experience becomes an experiential slice of the Nike brand.
In a totally different industry, Harper’s Bazaar created a hub to celebrate women in the literary world, the ‘Bazaar literary salon’. The salon offered a free opportunity for the public to meet acclaimed female authors, publishers and agents, with some free nibbles and drinks. A magazine entering the ‘experiential world’ through hosting an event is another strong trend arising. As print’s competition with digital grows, events such as these are a powerful way to master brand retention through the fostering and maintenance of strong brand advocates (especially if you’re focusing on female empowerment when your main reader base is female… clever). These events are also super important as they will empower more girls and women to dive into the industry they want with confidence.
Cîroc are also leading the way with female empowerment focused events. In 2016 they hosted a ‘Women’s Empowerment Brunch’ as part of their Empowered series (who doesn’t love a good brunch?). Here, they toasted to the accomplishments of extraordinary role models, and gave them the space to share their experiences and learnings. This year, they are doing the same thing! Their female empowerment series will travel around the US, treating all the US’ lovely ladies to some tasty vodka cocktails and empowerment talks. The UK is totally behind this idea Ciroc, just so you know….
Jumping back into the sports industry, Puma launched an experiential hub as part of their ‘Do You’ campaign – created to support and empower women through sport events. For International Women’s Day last year, the hub included fitness training, fashion styling and a party finale. Each event was led by strong female icons such as international women’s football players and the founder of Fem Power UK. This positive messaging will encourage girls and women to, again, dive right into the industries or passions that they want to. What more do you want?