In the constantly evolving world of marketing your brand, it can be easy to fall into a rut of doing things the same way they have always been done. However, taking creative risks can pay off in a big way, and in 2023 it is more important than ever for organizations to be willing to try new things as we begin a new normal in the marketing industry post-COVID. From incorporating cutting-edge technology to creating interactive content, there are many creative risks worth taking that can help make your efforts stand out among consumers.

Embrace new technology

In 2023, incorporating new and emerging technologies into your in-person marketing will be crucial for creating unique and engaging experiences. From VR to AI-powered event apps, leveraging technology can help drive innovation and set your events apart. Many large brands, such as Sparkling Ice, have integrated VR into their meetings and mobile tours to enhance the attendee experience. This can be as simple as offering a chatbot or automated language translation, to utilizing a VR headset to bring your brand to life.

Experiment with unconventional formats

Traditional marketing, if not done correctly, can be dull and unengaging. In 2023, consider trying out new, more interactive formats such as hackathons, unconference sessions, or immersive experiences.

For example, Switch worked with Anheuser-Busch to help the company liberate its Budweiser brand from a macro brew image to its storied seven-step, 30-day brewing process. To do this, Switch created two 48-ft. mobile breweries with customized refrigeration units, a tasting room and four fermentation Beechwood tanks. Each guest had the opportunity to smell and feel the hops, barley, yeast and rice, used to produce Budweiser and peer into brewing tanks showing the actual brewing process. A temperature-controlled cool room allowed visitors to “feel” the brewery environment during the aging and finishing stages.

Visitors were surveyed before going inside for the tour, then surveyed again once the tour was completed to see if their perception of the product changed as a result of the tour. By doing this, we were able to measure the success of the tour.

Collaborate with diverse partners

Collaborating with a diverse range of partners and stakeholders can help bring new perspectives and ideas to the table. In 2023, consider reaching out to organizations outside of the events industry to co-create unique and exciting events. For example, Bullfrog Sunscreen has created immersive experiences at the GoPro Mountain Games in Vail, CO, which was an ideal location to attract the right consumers for its brand.

Fail fast, learn, and iterate

Taking creative risks inevitably means that not all ideas will be successful. In 2023, it will be important to quickly identify which ideas are not working and adjust course. Use failure as a learning opportunity and iterate on your approach to achieve success.

As we look ahead to 2023, it’s clear that the marketing industry will continue to evolve. By embracing creative risks and being willing to try new things, organizations in this industry can stay ahead of the curve and provide truly memorable experiences for their audience.


For more information about how Switch can help you stay on top of these new trends and evolve your brand for the years to come, contact Joe Hirsch at