Bases for generating a brand experience
Posted: Wed Dec 11, 2024 10:25 am
At first glance, this may seem like a rather broad and ethereal topic. And in fact it is. We have already highlighted some of its points in previous articles. Now we think it would be interesting to review these pillars or bases for generating a brand experience by creating a kind of checklist of essentials that can serve as a guide when tackling a new project. But before talking about the bases, let's clarify what a brand experience is.
In the broadest sense of the word, it is any interaction experience that a consumer has with a brand. Whether online or in a physical store, whether instagram phone number data watching an advertisement on TV or on social media, or talking to a street marketing hostess . But the topic of this blog is experiential marketing. That is why, when talking about brand experiences, we focus on those interactions that take the form of an event. We therefore exclude all aspects related to branding, conventional advertising or digital strategies, unless these are part of an event. And now, to the point.
A reciprocal need
Too often we feel saturated by the presence of brands in our lives, enduring hundreds of advertising impacts a day. Sometimes, without even realizing it. And rightly so. Consumer attention is the new gold, and brands are fighting to capture it. Even if it's just for a millisecond.
But the opposite is also true. Consumers need brand experiences. Because choosing through interaction is part of human nature. We like to tell and be told, to touch, to try, to experience emotions... That's how we connect. But it is important that the experience and its impact are correct in time and form, and that they convey the message unequivocally. That is why experiential marketing is gaining more and more weight within brand strategies.
The right keys
A good part of the success of an experience depends on its ability to generate engagement with the public . That is why it is absolutely necessary to know the profiles of your consumers from A to Z. They can be many and varied, or the other way around, they can be a heterogeneous and niche audience. In any case, to connect with someone, you have to know them well to touch the right buttons.
You have to understand very well where your audience moves, what mood you catch them in at each moment of the day, what entertainment they consume, where they go on vacation, etc. Because on a creative level you never know what information can serve as inspiration to find this sweet spot , this meeting point between their tastes and desire to interact with your brand, and what your brand wants to tell them.
Just to give an example of experiential marketing to apply to your strategy , creating a pop-up for a yogurt brand in a train station may not be the most brilliant idea. And yet, this same format (and also with some sensory activation) and location can be ideal for a coffee brand. Or a suitcase brand.
The weak point
We all like to feel unique. It's part of the egocentric nature of being human. It's our weak point. Therefore, a brand that personalizes experiences, making us feel unique, has a much better chance of not only finding a place in our hearts, but establishing itself there and generating a lasting relationship.
Surprise, excite, inspire
What we remember best are emotional peaks. Something that surprises us, triggers good memories, stimulates the senses or activates hormonal mechanisms such as the secretion of dopamine or endorphin. Therefore, a truly effective experience must establish an emotional connection with the audience.
In the broadest sense of the word, it is any interaction experience that a consumer has with a brand. Whether online or in a physical store, whether instagram phone number data watching an advertisement on TV or on social media, or talking to a street marketing hostess . But the topic of this blog is experiential marketing. That is why, when talking about brand experiences, we focus on those interactions that take the form of an event. We therefore exclude all aspects related to branding, conventional advertising or digital strategies, unless these are part of an event. And now, to the point.
A reciprocal need
Too often we feel saturated by the presence of brands in our lives, enduring hundreds of advertising impacts a day. Sometimes, without even realizing it. And rightly so. Consumer attention is the new gold, and brands are fighting to capture it. Even if it's just for a millisecond.
But the opposite is also true. Consumers need brand experiences. Because choosing through interaction is part of human nature. We like to tell and be told, to touch, to try, to experience emotions... That's how we connect. But it is important that the experience and its impact are correct in time and form, and that they convey the message unequivocally. That is why experiential marketing is gaining more and more weight within brand strategies.
The right keys
A good part of the success of an experience depends on its ability to generate engagement with the public . That is why it is absolutely necessary to know the profiles of your consumers from A to Z. They can be many and varied, or the other way around, they can be a heterogeneous and niche audience. In any case, to connect with someone, you have to know them well to touch the right buttons.
You have to understand very well where your audience moves, what mood you catch them in at each moment of the day, what entertainment they consume, where they go on vacation, etc. Because on a creative level you never know what information can serve as inspiration to find this sweet spot , this meeting point between their tastes and desire to interact with your brand, and what your brand wants to tell them.
Just to give an example of experiential marketing to apply to your strategy , creating a pop-up for a yogurt brand in a train station may not be the most brilliant idea. And yet, this same format (and also with some sensory activation) and location can be ideal for a coffee brand. Or a suitcase brand.
The weak point
We all like to feel unique. It's part of the egocentric nature of being human. It's our weak point. Therefore, a brand that personalizes experiences, making us feel unique, has a much better chance of not only finding a place in our hearts, but establishing itself there and generating a lasting relationship.
Surprise, excite, inspire
What we remember best are emotional peaks. Something that surprises us, triggers good memories, stimulates the senses or activates hormonal mechanisms such as the secretion of dopamine or endorphin. Therefore, a truly effective experience must establish an emotional connection with the audience.