Experiences make people happy. It doesn’t seem like a problem: people like to have fun. Also, 65% of consumers say they are much more influenced by positive and memorable experiences than traditional advertising and marketing campaigns.
Especially for the millennial generation – 72% prefer to spend their money on experiences than on things, and Instagram content is king – an engaging and focused experience campaign that will associate the younger generations with the brand in the years to come prove that it is priceless.
Focus on people and relationships. One of the great benefits often associated with experimental marketing is the sense of loyalty it creates in the target audience. Consider Disney: The brand’s engaging and often theatrical marketing efforts make people feel loyal to the company from cradle to grave, spanning generations with its fascination.
When customers experience something memorable and personal, they begin to develop a much deeper relationship with brands. The organizations that lead them with a focus on building relationships can encourage this type of dedicated audience, whose members truly embrace brands because of their shared values. Companies that focus more on experience are more successful in this new scenario.
Don’t try to save time, invest in it. Marketing does not mean that you save more time to provide excellent customer service; it’s all a matter of time well spent. Gone are the days when customers wanted to enter small information in 30 seconds; Consumers are willing to spend time on the experiences that brands offer, especially when the experiences are designed according to their needs and interests.
Nothing is more personal and influential than the way we live our lives. Years of marketing and sales insights show that experiences that provide true engagement between brands and their target audience are powerful tools for acquiring and retaining customers.
Get better, never stop. One of the biggest challenges of experience marketing is to authentically integrate your company or brand into an experience that doesn’t interrupt the audience. The experience you offer should always add value to the consumer’s journey; the schedule of an experience footprint can and should be customized for the specific event you are attending, giving your brand a place of trust in the experience line. It is also a good practice to find specific opportunities to eliminate specific points and invest in tactics that add real value to the people who run your brand.
Human dedication is the key. In experiential marketing, the messenger is usually just as important as the message. Choosing between authentic ambassadors for your brand engagement is the difference between a great idea and a great experience. Outside of these interactions, most consumers are never able to find a representative for their brand. They can set the tone for the relationship between the consumer and the brand, making it essential to launch ambassadors with a genuine passion for your product and industry. Shape them as an extension of your brand and equip them with the tools to make each interaction more meaningful.
Solve, don’t sell. Nobody wants to be sold, but most consumers are open to education about how products can solve a problem or satisfy a need, especially if it is a problem point they are experiencing. Specialists who focus on the needs of each consumer and can personalize the information for each individual can achieve unprecedented levels of credibility.
Bringing happiness. Ultimately, consumers respect and buy brands that can deliver memorable emotions, entertainment, and experiences. Each experience must apply the three Es – engaging, fun, and educational – to have the maximum impact on relationship building and ROI.
* * *
If you keep these things in mind and are willing to be bold and dive into experiential marketing, the sky is the limit.