If Brands Want To Be More Than A Flash-In-The-Pan, Fleeting Phenomenon They Must Create Meaningful And Emotional Experiences For Their Consumers. These Techniques Will Draw In Your Most Excited, Enthusiastic, And Loyal Customers.
The digital revolution has changed the way we consume and engage with brands. An online presence means brands of any size can reach as many people as possible. But in the race to acquire as many followers and likes as possible, brands are quickly learning a basic truth about marketing – it’s not enough to have the objective of reaching as many people as possible. Experience, connection, and emotion still matter. And given the digital white noise we’re bombarded with every day, these most human of qualities now matter even more.
The pendulum is swinging back toward face-to-face experiences. Brands are increasingly turning toward this medium because of its effectiveness in creating brand loyalists and advocates. But this is not the marketing of old, this is a new iteration of face-to-face communications.
Much like museums have eschewed old dusty cabinets in favour of stimulating interactive exhibits, brands are re-energising their experiences in the hopes of transforming visitors into life-long advocates. Capitalising on creative measures that are wildly memorable and get people talking gives businesses a marketing edge.
So, how can you make the most from your live brand experience?
Events, brand activations, PR stunts, pop-up shops, expos and more, here is a countdown of our top 5 MUST-HAVES for your next live brand experience to make it more memorable for your audience.
MUST-HAVE #5: COLLABORATION
Collaborating with another brand and influencer or integrating related consumer interests can be a powerful means of further establishing yourself into the lives of your customers. It’s another way of reflecting who you are as a business or brand in a multifaceted way. The key is authenticity. Partnering with a well-known entity will mean nothing unless there are shared values that your customers recognise. Make sure that when you are collaborating with another association that they reflect the same values as you boast.
Collaborating provides a great opportunity to double your exposure and leverage from each other’s brand identity. Further to this idea, collaborating with consumer’s interests triggers emotions and allows for deeper connection with your consumer. For example, you may be a tech brand, but if you do the research on your target audience and find out they tend to be into craft-beers, you may consider collaborating with a well-known brand in that space to serve beverages at your next event. Or maybe it’s not beer, it could be coffee. The idea is that you’re reinforcing the customer’s affinity for your brand by making them feel welcomed and understood. Tapping into interests that consumers already have establishes consumer trust and may give you an edge for the next live brand experience.
MUST-HAVE #4: INSTAGRAM MOMENTS
Instagram continues to grow as one of the most popular social media platforms across all ages, locations and brands – it provides a great platform for users to capture their life through photos and share with family and friends. In June 2018, Instagram reported that it had over 1 billion monthly active users with 500 million plus Instagram users active every single day.
The power of Instagram lies not just in what you as a brand decide to post to your fans and followers, but also the opportunities you give to customers to share what they love about your brand to their base. That’s where the real magic happens.
Let’s face it, most people are always on the lookout for that ‘Instagram Moment.’ Creating beautiful spaces, backdrops and experiences at your next live brand experience allows for an organic connection between the physical and digital world.
MUST-HAVE #3: ECO-FRIENDLY EXPERIENCES
There is no doubt that since the ABC’s documentary television series ‘War on Waste’ premiered, it exposed the shocking truth about careless consumption to Australian audiences. This awareness has led consumers to take stock of their own behaviours and since then there has been a larger effort to turnaround this trend – with brands being more conscious about the environment in their everyday life.
This thinking should also roll over into live brand experiences- more often enough, these experiences are only temporary, only lasting a couple of days. It is important to consider the materials that you use when delivering your event or activation, assess the environmental impact of your project and perhaps add this as a promotional add-on highlighting that you have created an eco-friendly experience.
Your audience will appreciate this more!
MUST-HAVE #2: REWARD YOUR AUDIENCE
Time is valuable and in exchange for your audience stepping through your live brand experience, consider rewarding them. The ‘freebie’ is an oldie but goodie. People like free stuff whether it is in the form of a promotional/branded item (water bottles, pens, hats, etc.), a fun service (psychic readings, 5-minute massages) or something related to your own brand offering (a special discount on your product or services for attending the experience).
Whether you’re planning a B2B or B2C experience, people are all consumers at heart, and everyone loves free stuff so use that to your advantage and draw people to your experience.
MUST-HAVE #1: HUMAN-CENTRED DESIGN
Developing a deep connection with audiences is the number one goal of any brand. That’s why our top MUST-HAVE for your live brand experience is designing your installation in a way that resonates with the most human of emotions and senses. Creating powerful and tailor-made experiences will result in a devoted and loyal customer base.
Human-centred design requires diving deep to understanding your target market. This might include determining the most common characteristics of who your user/audience is, their behaviours, likes, and dislikes. It requires studying users’ actions and reasons for doing what they do. It is centred around building empathy with the people you are designing and creating the live brand experience for. It is well worth the time and investment to identify and then incorporate elements that speak to the sensibilities of your audience as it will allow you a chance to unlock meaningful pathways of influence.
It all comes down to this – if you want the best out of your next live brand experience, consider incorporating a human-centred design approach connecting people with dynamic spaces in a way that unifies values that are important to them.