firstminute capital
Experience & Marketing
Insight
By Molly Presly
15th Jul 2024
The Need for Creativity and Innovation in Finance
Finance is the backbone of every industry, funding innovations that transform our world. Yet, the sector’s events and communications often fail to reflect this dynamic role. Traditional finance events can be uninspiring, laden with jargon and data-heavy presentations that fail to capture the imagination. In a world where people crave excitement and meaningful engagement, it’s crucial for finance brands to showcase that they can be creative, innovative and most importantly human.
Experiential marketing is not just about making events more entertaining; it’s about building deeper connections with stakeholders. When finance brands demonstrate their creativity and innovation, they become more relatable, fostering trust and loyalty. This is especially important in an industry where trust is paramount.
Let’s tell this story through real examples. Pictured here is our recent event for Inflexion, a private equity firm, which marked their 25th anniversary with a celebration at The Tate Modern. The iconic Turbine Hall featured photographic projections of Inflexion’s work on the walls alongside aerialists, creating a truly memorable experience. This event showcased Inflexion’s innovative spirit and the tangible changes their investments bring about. The jazz artists performing, for example, were from the Roundhouse. Thanks to Inflexion, the Roundhouse opened Roundhouse Works, a creative centre helping young people launch and sustain their businesses and careers in the creative industries, with the Inflexion Workspace inside the centre providing an affordable co-working space for young entrepreneurs.
Designing to Engage: The Power of Multisensory Experiences
The most effective experiential marketing engages both the senses and the mind. At The Adyen Experience, we strategically chose Frameless – the largest permanent multi-sensory installation of its kind in the UK – as the event venue. This alignment with one of London’s most popular cultural hotspots and set upon a backdrop which doesn’t scream ‘finance’, is a tangible reminder that finance is relevant, present and integral to every venue, business and industry existing. Whilst multisensory engagement also helps to break down complex financial concepts and make them more accessible. When attendees can see, touch, and interact with information, they are more likely to understand and remember it.
One of the most compelling aspects of finance is its potential to drive change. Whether it’s funding a groundbreaking startup, supporting sustainable projects, or investing in community initiatives, finance brands have the power to make a significant impact. Experiential marketing can help highlight this aspect, showcasing the positive changes driven by finance.
For five years, we have supported firstminute capital with their annual Investor Summit. One of the most important elements of this event is creating networking opportunities that are actually valuable through getting the right people into the room – bringing people together in person, to drive change. This hands-on approach underscores the human element of finance and its ability to foster connections and innovations that make a real difference.
Breaking the Mould: The Future of Finance Events
Finance brands must continue to innovate and embrace new ways of engaging their audience. Experiential marketing offers a unique opportunity to do this, transforming the way finance events are perceived and experienced. By creating immersive, interactive experiences, we can help finance brands humanise their image, showcase their creativity and innovation, and highlight their power to drive change.
Dive into the highlights of our experiential work with Finance brands
