Fan Engagement: The Heartbeat Of Experiential Marketing
Gone are the days when fans were content to simply watch a game on TV and cheer from their armchair or pop down to the Dog and Duck and settle in to watch the match with a packet of pork scratchings. Today, fans want to be immersed in the experience, and increasingly brands are taking notice.
Successful engagement, with a captive audience who share a common interest, can be a rich vein of opportunity for brands who are willing to leverage their association with a tournament, league or sports genre. It's about creating experiences that are interactive, memorable, and meaningful for fans. And it's not just about giving away free stuff. It's about making fans feel like they're part of something bigger.
Take Fan Zones for example. These interactive spaces are increasingly popping up all over the world, and they're a great way for brands to connect with fans on a personal level. Fan Zones typically feature high-tech audio/visual equipment, games, activities, and even live performances.
They're a place where fans can come together to celebrate their love of sports and interact with the brands they love. Our recent campaign amplified Asahi’s sponsorship of the Rugby World Cup and brought brand and fan together with an upweighted experience at Tower Bridge that was beyond the expected.
Another great way to engage fans who attend brand supported experiences is through user-generated content (UGC). UGC is content that is created by fans, such as photos, videos and social media posts. Brands can encourage fans to create UGC by simply providing them with opportunities to share their experiences, albeit engagement will be maximised if there is an added value incentive. UGC is a powerful amplification tool because it is authentic and believable. It shows potential customers that other people are enjoying the brand's products or services.
Fan engagement should be about building long-term relationships with fans. When brands invest in fan engagement, they're creating a community of loyal supporters. These supporters are more likely to purchase the brand's products or services, and they're more likely to recommend the brand to others.
In today's competitive marketplace, fan engagement is more important than ever before. Brands that invest in fan engagement are more likely to succeed in the long run.
Here are some additional tips for creating successful fan engagement experiences:
Make it personal.
Fans want to feel like they're being treated as individuals. Take the time to get to know your fans and their interests. Then, create experiences that are tailored to their needs.
Be authentic.
Fans can spot a fake from a mile away. Be genuine and transparent in your interactions with fans. Let them know that you appreciate their support.
Be creative.
Don't be afraid to try new things. The best fan engagement experiences are unique, memorable and go beyond the expected.
Be consistent.
Fan engagement is an ongoing process. Don't just invest in fan engagement during major events. Make an effort to connect with fans on a regular basis.
By following these tips, you can create fan engagement experiences that will help you build stronger relationships with your fans and grow your clients’ brands.