08.06.25
By Lisa Major
Today’s consumer can easily be described as overstimulated in an oversaturated marketplace. The sheer volume of messages received in a given day, across multiple screens and channels, makes it a challenging task for any marketer to break through. But that has also led brand managers and CMOs to invest in experiential marketing tactics, contributing to a 10 percent increase in channel spending in 2024, according to Marketing Dive. The explanation for this growth is better measurement and engagement. While this is true, there is more to unpack regarding why consumers reward brands with stronger attention and more positive sentiment. It simply comes down to the power of people.
The rationale brand marketers give for investing in experiential marketing activations is higher engagement. But what does that actually mean at a human level? Because it is a “pull” tactic instead of “push,” experiential marketing means consumers make a conscious decision to come to the brand and engage with it. They see an opportunity for a fun, unique, and sometimes exclusive experience. They see other people like them taking part, and they immediately don’t want to miss out. If done well, it’s a little bit “if you build it, they will come.” Therefore, the people involved on both sides – those working on behalf of the brand and those interacting with it – are the difference makers in setting this marketing channel apart from other ROI measurements.
The not-so-secret ingredient to a successful experiential marketing event is the professional talent you hire to represent your brand. They are responsible for the emotional tie between brands and consumers by making sure the audience stays engaged, hears the brand message, and builds the resonance needed for long-term brand connections. When planning your experiential campaign strategy, be intentional in selecting the best ambassador team to ensure they are relatable and approachable to your target consumers.
In other marketing channels, there are numerous variables that a marketer can’t necessarily control within the customer journey, like audience attention, message resonance, and wasted impressions. Often, it takes multiple exposures and a larger budget for a brand message to lead to consumer action. With experiential marketing, the impact of the engagement is nearly instant. Consumers who choose to interact with the activation have already taken a crucial step in the consumer journey. And the only action required of the brand at this stage is its presence. With the engagement underway, the ambassador’s job is to build a positive relationship and establish brand trust. The one-to-one setting is ideal for a meaningful interaction where the consumer receives instant brand value.
With any experience, humans are wired to remember people, places, and events that are out of the ordinary. Therefore, brands that build a unique and memorable activation delivered by engaging and personable ambassadors and staff are more likely to measure positive awareness and resonance than a brand that only advertises in traditional channels.
Brand messaging delivered by a person rather than an ad pushed through a screen is more likely to be successful just because of the emotional and personal nature of the delivery. People crave connection, so leveraging that need for marketing purposes isn’t taking advantage; it’s a smart strategy that is best executed with the right talent.
Looking for brand ambassadors who create lasting impressions? We’re here to help! Since 2002, ATN Event Staffing has been the trusted partner for brands and marketing agencies, delivering engaging and professional event staff for experiential marketing events, brand activations, street teams, and more. Let ATN help you bring your brand to life!
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