Science

Experiential marketing and brand loyalty

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In this hot and long summer rhythm, marketers are tempted to take more risks, to put a new emphasis on differentiated experiences, whether digital, physical or hybrid, by betting on more sensory campaigns and on experiential marketing. as brand loyalty strategies.

The circuit loaded with music festivals (and not only), the beach, the sunsets, concerts in the gardens, outdoor parties, among other events, are the ideal scene for several occasions to contact consumers “in direct” and to strengthen the commitment. These moments with a vibrant and unique atmosphere, from aromas to visual and sound elements, offer multiple sensory experiences, inviting immersive and memorable activations. The hedonism experienced in these environments allows brands to communicate and interact effectively with their consumers and communities, while impacting and winning new fans, influenced by positive emotions. In these fascinating contexts, where emotions are strong, brand activation experiences have a particular potential, they can be an extremely effective marketing communication tool and help brands to be remembered later and to become the eternal protagonists of a “Dream of a Midsummer Night”.

These are also always privileged moments for networking opportunities, performances, original activations and various innovative and impactful brand experiences that combine live and digital experiences.

It is therefore the right time for brands to strengthen the loyalty of their communities and their consumers. However, it requires vision, planning, innovation, great creativity, authenticity, and content that knows how to build real emotional connection. In addition to a lot of buzz to create differentiation. Otherwise, efficiency and “brand loyalty” goals will inevitably “die on the beach.”

Experiential marketing or “engagement marketing” is a way to engage people with brands and allow them to create emotional connections through immersions in a product or service. And, it is powerful, because although it is based on traditional marketing (connecting with customers in their own environment, creating physical interactions with a brand), digital marketing (allowing personalization and interaction) or yet hybrid marketing, it differs in two main aspects. .

First, experiential marketing engages the different senses (not just visual or sensory) to create an emotionally resonant experience. And second, the goal of experiential marketing is to create a positive feeling about a brand or product in general, not just to promote the sale of that product, by coordinating across multiple channels and using rigorous measures to analyze the results.

This evolution of experiential marketing is linked to the growing need of consumers for personal experiences that are increasingly linked to practicality and involving new technologies.

We know that brands are continually challenged to stand out, maintain relevance and differentiate themselves from competitors, in often saturated spaces. The experiential strategy has recently led to new activation formats, enabling the creation of more personalized and positive interaction opportunities and experiences that create positive brand perception and increase brand awareness. Moreover, when effective, it can turn experiences into something much stronger than just campaigns or events. By generating emotions, it turns them into memories, fundamentally important in customer experience and long-term brand loyalty.

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