By Lisa Major
Even in today’s digitally driven world, companies see great value in connecting with consumers face to face. In fact, 95% believe that in-person events help achieve business goals. They understand that in order for consumers to become customers and, more so, life-long supporters, they need to create real-life moments that will make a lasting impression. So how can that be achieved? By creating a live brand experience that stands out and “wows” consumers.
It’s important to know who you are targeting. And we’re not just talking about demographics. We’re talking about your audience’s interests, their preferences, their pain points, and what they are passionate about. When you understand your audience, you can better tailor a personalized experience that speaks to them.
Storytelling has long been a part of marketing, but in an increasingly digital world filled with more “stories” and shorter attention spans, allowing consumers to experience a brand’s story first-hand is essential. When consumers become a part of the story, the way that they digest brand messaging is much more effective than traditional advertising because the message is camouflaged behind the experience itself.
The five senses have the ability to evoke powerful emotions and memories in humans. Sight, touch, sounds, smells, and taste are all crucial factors in live brand experiences. When marketers add these immersive sensory elements, they help to form subconscious emotional ties to the brand that will add value in the future.
Because the success of live brand experiences relies heavily on engagement tactics, offering interactive components is essential. Interactive elements deliver FOMO (fear of missing out), which attracts consumers to the experience and keeps them lingering. This is important because the longer they engage with your brand, the more likely they are to remember your brand. Interactivity comes in varying forms, from human interaction to augmented and virtual reality to gamification. By giving attendees the opportunity to participate in an activity, you create a memorable moment instantaneously.
Humans crave interactions and connections with one another. When you provide an atmosphere that fosters those connections, it makes the experience unique. That’s why brand ambassadors play an important role in building relationships between brands and consumers. They humanize both the experience and the brand by talking with consumers instead of talking at them (like traditional marketing strategies). That level of engagement helps to build trust and confidence in your brand.
At the end of the day, live brand experiences are not about converting customers right then and there with a sales pitch. Instead, the goal is to deliver a unique and engaging real-life experience that sticks with them. That’s what will turn consumers into customers and, eventually, loyalists.
If you are planning a live brand experience, be sure to contact ATN Event Staffing for your event staffing needs. We can provide you with a team of experienced individuals that will take your brand to the next level!
*featured image: Candytopia, Trolli