A massive 78% of millennials say face-to-face interactions make them more inclined to buy into a brand – and to businesses that are already employing experiential techniques and reaping the rewards, this statistic will be no surprise. But for those still perplexed at what the fuss is about and why engagement marketing works, we have the answers you’re looking for.
Engagement marketing is quite literally marketing through the orchestration of consumer experience and businesses big and small are employing this ground-breaking branding technique. So what’s the big idea?
It creates an experience
Consumers in this digital age are increasingly passive, with the average concentration span of humans plummeting from 12 to 8 seconds, meaning it’s now more crucial than ever to find ways to keep customers engaged. Experiential marketing encourages customers’ minds to work that little bit harder, creating a memorable experience and getting your brand recognised.
Hands-on product demos get the brain going and get your customer into browsing mode, while letting customers try before they buy can be a great way to show what your brand has to offer. Allowing a consumer to experience your brand will evoke emotion and encourage opinion and interaction – meaning your business is more likely to be remembered in the long run.
It puts a face to the name
Experiential marketing through live events allows you to first establish connections with your target audience, and then showcase what your brand has to offer. Attending consumers have the opportunity to meet representatives from your brand and, especially useful for smaller businesses, get the chance to put a face to the name. Live streaming also means that even non-attendees have a chance to get in on the action and can enjoy the highlights from an event, even if they’re unable to come and connect with your brand first-hand.
It uses the reciprocal rule
In social psychology, the reciprocal rule suggests that people repay in some way what has been given to them, and in business, this is a testament to the customer loyalty that can be generated through experiential marketing. By giving your customers a true experience of your brand, this will instil a sense of trust – and in turn, encourage a loyal and return client base.
It encourages familiarity
By ensuring your brand is omnipresent, your business will soon see the recognition it deserves, as customers become familiar with your services. One way to keep your brand in the public eye is through engagement using social media channels.
You can use social ads to encourage people to attend your event, and then ensure your Twitter handle and Facebook details are accessible throughout the event. Whether you’re promoting competitions or promising to follow-up from the event on your social media platforms, find ways to engage with consumers on social media and see your online following grow.
It allows you to harness the power of tech
These days, customers can’t keep their hands off the latest gadgets, and so incorporating technology into your experiential marketing will help your brand stand out from its sea of competitors – but where do you begin?
From flexible exhibition trailers to the physical location of an event, it’s crucial that your environment can be adapted to incorporate the technology you need to use to make your event a success. From interactive product displays to a high-tech indoor screen that adds visual appeal, there are a number of ways you can use technology to engage with your audience at your next event.
Experiential marketing gives businesses the opportunity to place their brand in the public eye and establish long-lasting connections with their consumers through the power of engagement. From Google to Guinness, there’s plenty to learn from the world’s biggest brands when it comes to dipping your toe in the pool of experiential marketing!
Justin Isles is the Director of The Events Structure, the UK’s only single source provider of state-of-the-art exhibition trailers, promotional vehicles and other event marketing solutions.