What a year it's been!
It went from zero to one hundred in April 2021 and never slowed down.
Why is it busier now than anytime in the past 15 years?
After many discussions with our team, clients, and industry experts, we shaped a list to share with everyone.
1.) The pandemic put a stop to marketing for an entire year which created a trove of pent up ideas and budgets
2.) Brands quickly realized people's lifestyle habits changed dramatically; they needed to reintroduce themselves to existing customers as well as take advantage of the opportunity to create relationships with new ones
3.) Companies wanted to align themselves with the joy everyone was feeling, particularly from April through June (before Delta)
4.) Fear that everyone may, at anytime, be cloistered again, put experiential marketing plans into high gear
5.) The pandemic birthed a new crop of brands, all of which hit the market at the same time
6.) Ventured-backed startups got on the experiential marketing bandwagon in a big way
7.) Since most events took a year off, there was extra emphasis on celebrating citywide happenings from NYFW to Art Basel Miami
With Omicron closing in fast, it looks like the 'cloistered again' insight was 100% on point.
Here's to everyone having a safe and productive new year.
The ALT TERRAIN team,
