We cannot believe everything we read, or are told! So it’s not surprising that Brand Experience is the only authentic way of gaining customers trust. Brand Experience covers every interaction a customer has with your brand, but experiencing your brand through a physical environment wins customers and gains authenticity.
The way consumers interact with your brand directly, such as using your product or service, that’s a real brand experience! Essentially, first-hand interactions with your product or service that isn’t through a media channel, that’s a brand experience.
PWC stated it perfectly – Give customers a great experience, and they’ll buy more, be more loyal and share their experience with friends.
That’s why using the latest technologies or snappy designs are not the way to win meaningful customer relationships. Customers are looking for:-
So if you are using technology to improve the customer experience, make sure it feels human and creates better customer experiences rather than a conduit for getting messages to customers.
IS BRAND EXPERIENCE ONLY FOR B2C BRANDS?
It probably appears that brand experiences are more appropriate for B2C brands than B2B. This is because many experiences take place in public forums, and as such require the brand in question to be seeking a relationship with the general public.
While it’s true that B2B brands are less likely to activate a stunt in a city square or to open a pop-up shop, that doesn’t mean that brand experience isn’t for them. In fact, in some cases it can be far more effective than it can be for B2C brands.
B2B brands, since they normally have a narrower customer base, can generally do far more targeted experiences, like small scale events and conferences. They can also get more creative, which carries an extra premium and impact in industries where brand experience is more unusual.
Here are tips on how to do experiential – properly:-
1. Make it personal
2. Show that you care about the environment and Sustainability
3. Create memories
4. Augmented Reality
6. Stream big
7. Act authentically
Ensure you have cutting edge creative, strong strategic direction and quality metrics. Then, experiential connects as an essential part of your marketing mix.”
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