How retailers become part of the community

09.04.2024

by Jennifer Meyer

Many people at an event in the CUPRA Flagship Store Berlin; Copyright: CUPRA

In a world characterized by digitalization and global networking, local event marketing is becoming more important than ever. Companies are recognizing the importance of personal interactions and are increasingly turning to local events to create an authentic connection with their target group.

Local event marketing enables companies to stand out from the digital masses and focus on the essentials: people. After all, personal encounters not only create trust, but also lasting memories. Local events offer the ideal platform to receive direct feedback and better understand the needs of a target group.

In event marketing, companies use events to establish a special connection with their customers. The focus of these events is often less on selling products. Instead, the aim is to inspire people and create a brand image. There are many types of such events – from temporary stands in the shopping mall to large flagship stores with immersive experiences that are elaborately staged.

Infinite variety of events

The range of local events is huge. From small pop-up stores and community festivals to creative workshops, installations and flagship stores – the possibilities are endless. Choosing the right event depends on the target group and the company's objectives. A creative combination of different formats can increase awareness and strengthen trust in the brand.

Online meets offline

However, local event marketing does not have to be seen as exclusively anchored in the physical world. The integration of digital elements can open up new horizons. From event hashtags and live streams to interactive social media walls – the combination of online and offline worlds increases the reach and makes the event tangible for those who cannot be physically present.

Four impressive events and immersive experiences

We present four exciting examples from around the world to show how international brands and companies use local event marketing to their advantage. They all use events and experiences to take marketing to a higher level. All of the campaigns have a local connection – albeit in different ways. The projects also show that local event marketing is not a departure from the digital world, but rather a complement to it. It opens up new ways of bringing brands to life, strengthening a local community and becoming an integral part of it.

Brands that manage to make a place more vibrant and empower and inspire the local community with their own brand concept will feel the added value of this particular form of marketing – especially in the long term. Consumers who have experienced something unique will remember the brand behind it and the feeling associated with it for a long time and share it with others.

Where innovation meets community: discover the future of electromobility at NIO. The electric car brand from Shanghai relies on a groundbreaking marketing concept that puts the fanbase in the foreground and the car purchase in the background: full focus on customer centricity.

Snipes celebrates 400th store in Europe with community project

In September 2023, SNIPES not only opened a new store in the "Alte Post" (old post office) in Berlin, but also presented its new Studio44 concept. To celebrate its 400th store in Europe, SNIPES is giving social institutions, schools, music and dance schools as well as local talent from Neukölln (a Berlin district) free use of Studio44. The Alte Post is set to become the center of the neighborhood - filled with sneaker lovers, hip-hop tunes and a unique interior. SNIPES cleverly combines the historic post office with modern street culture and integrates local references such as a cash register in the style of a Berlin Späti (late-night shop) and a work of art by the Berlin graffiti crew "1UP". Dennis Schröder, General Manager Europe at SNIPES, emphasizes: "We not only want to offer our Neukölln community a new shopping experience, but also create a unique community space: Studio44 is an unprecedented project in European retail and creates a place for mutual exchange, art and culture for the first time! With the free use of the space, we want to support the Berlin community's passion for music and dance and offer them an opportunity to network."

LEGO unveils magical play installation in New York

In August 2022, the LEGO Group presented Fly Away Isles – an enchanting play installation by artist Hebru Brantley in West Harlem (New York) that celebrated the boundless imagination of children. The installation was inspired by the creative imaginations of children from the youth development organization The Brotherhood Sister Sol (BroSis). Hebru Brantley transformed the children's ideas into fascinating reality – from rockets whizzing through the clouds to colorful islands. The installation responded to research showing that at the time, almost a third of parents in the US (29%) did not find enough time to play as a family, while 82% of children in New York wanted more play. Fly Away Isles opened to celebrate the 90th anniversary of the LEGO brand and the first World Play Day. The installation was open to the public until early November 2022.

Suddenly something pops up on the street and attracts attention: innovative brands and retailers use pop-up stores to create a buzz and bind people to their brand through experiences.

SEAT interprets its flagship store as an urban quarter

SEAT opened the doors to the CUPRA City Garage in Berlin-Mitte in September 2023. The SEAT brand's flagship store in the culturally influenced "Am Tacheles" district impresses with a mix of gastro-lab, fusion bar and influences from the Berlin art and music scene across 500 square meters. The aim here is to create authentic brand experiences in which vehicles take center stage but are combined with unusual concepts. The growing number of CUPRA City garages worldwide reflects the success of the brand - with locations in Mexico City, Munich, Milan, Lisbon, Rotterdam, Sydney and now Berlin. A location in Paris will open soon, with more in the pipeline.

SEAT is not alone in the automotive industry with its approach to showcasing its brand in a special way. E-car brands are currently revolutionizing retail in China and turning brand stores into experience centers.

Moment Factory turns airports into fascinating travel experiences

Architecture at Singapore Airport; Copyright: Moment Factory

Over the past decade, the Montreal-based multimedia studio Moment Factory has done groundbreaking work in transforming airports into fascinating places of experience. Starting with their innovative project at Los Angeles International Airport's Tom Bradley International Terminal in 2013, instead of the hustle and bustle of an airport, travelers are immersed in a veritable oasis of calm and harmony created by a fascinating multi-canvas multimedia ecosystem. This groundbreaking project has generated real enthusiasm among travelers.

A similar concept was successfully implemented at Changi Airport in Singapore in 2017. As soon as travelers pass through security here, a captivating media wall comes to life, creating a relaxed atmosphere with breathtaking landscapes. In the shopping areas, large LED screens create an impressive effect by realistically merging the virtual with the real, authentically recreating Singapore's traditional shophouse architecture. This cinematic backdrop sets the stage for a local love story that captivates travelers as they shop and experience culinary delights. Each installation has been carefully designed to blend harmoniously into the airport environment while creating an emotional connection to Singapore's culture.