Unlocking Brand Purpose: Lessons from a series of disappointing Brand Experiences
We often have the opportunity to immerse ourselves in the realm of experiential marketing, to visit pop-ups and brand experiences, not only to meet like-minded marketers but to glean inspiration and to learn; and it’s got me thinking; How can brands harness the power of these physical experiences to unlock their true brand purpose with their audience?
More often than not, I have visited pop-ups that would have cost brands thousands, but for what?
Coming from an agency perspective, you can see how these experiences would have been sold in; press coverage, sharable Instagram opportunities, potential UGC, influencer partnership content etc etc. But why have none of these experiences had the end consumer in mind.
While on paper you could see the vision and most were certainly creative and visually impressive, there was a massive, missed opportunity when it came to meaningful brand engagement.
1. Steer clear from Vanity Metrics.
Brand experiences become more than just temporary moments; they become transformative journeys that engage the senses, spark emotions, and inspire action. By authentically connecting with their audience on this level, brands can build trust, loyalty, and advocacy. Think about a meaningful user journey, why are people here to engage with your brand? Are the 200 people who engage in this brand experience going to leave with a positive story to then recommend the brand to 15 friends, and those 15 friends recommend it to even more. Your physical experience should be the catalyst for referrals and recommendations.
2. Now, let’s talk Value Exchange.
It is totally normal to expect some form of reward for spending your precious time immersing yourself within a brand experience. This could be anything from a complimentary product to a branded tote bag with a discount voucher inside. These seemingly trivial gestures play a pivotal role in creating a lasting positive brand association, which ultimately drives conversion.
3. UGC is not a given
Creating a hashtag or a photo wall won’t make people share content. Nowadays people’s feeds are so carefully curated that you need to give them a reason to share or engage online. Implementing an Instagram chat-bot to give instant rewards for engaging with the hashtag, the opportunity to win through a photo-sharing prize draw mechanic or going further to create a viral moment online, will be the prompts needed to guarantee UGC.
4. Brand Ambassadors can make or break an experience.
It’s the age old mantra that ‘people buy from people’, and the staff who represent your brand will be the lasting impression. Of course, every pop-up is different, but our rule of thumb is clear briefs and enthusiastic staff will elevate any customer experience within an experiential pop-up.
Then finally, and arguably the most important….
5. There should always be an onward customer journey.
Capturing ROI through experiential is never easy, however too often I go to a pop-up, immerse myself in the brand and then there is no onward consumer journey. This is your opportunity to drive customers online to purchase. Always provide people who attended the pop up with an offer mechanic, a thank you email, where can they find you again. Time is precious and this small gesture will positively reinforce a customer’s association with a brand, and is a prime opportunity to convert new customers and gauge ROI through measurable, trackable engagement, after the event.
Brands hold the power to transform their physical experiences into memorable opportunities that unlock their true brand purpose, forge deep and meaningful connections with their audience, and cultivate long-term loyalty.
Ultimately, unlocking true brand purpose through physical experiences requires brands to embrace creativity, authenticity, and a deep understanding of their audience. By leveraging these immersive opportunities, brands can transcend the traditional boundaries of marketing and forge meaningful connections that leave a lasting impression, driving their purpose forward and creating a positive impact on their audience.