You know that a brand is excellent when consumers trust it. Consumers trust brands when they make their lives easier, and make them look and feel better. But you know that a brand is even beyond excellence when it invests in experiential events.
Experiential events are different from your normal activation events with product or service demos. They give your consumers experiences that are unforgettable and worthy of talking about. Not only do you gain trust among your consumers, but also entice them to advertise you for free. Implementing experiential events is a great way of making your consumers your own brand spokespersons.
Types of Experiential Events
There are two kinds of experiential events. The first type involves activities for single consumers or consumers in small groups.
Some good examples of this are the interactive promotions for major movies, television shows, and events. These interactive promotions involve games or activities for single persons or groups of people. One of the most powerful interactive displays ever made was the Game of Thrones interactive booth in SXSW. Here, fans of the show brandished a virtual reality sword inside a dark room in order to create images of their faces. Another one is the Conjuring 2 nun prank that went viral online. The global brand Coca-Cola recently installed an 11-meter soda vending machine in Tokyo to promote volleyball and the next Olympics.
Then there are activities that involve large groups of people.
These experiential events are more effective because they give people a memorable collective experience no other brand could. Recently, a rising cosmetic brand in Southeast Asia successfully beat a popular North American brand in gathering the most number of people applying lipstick at the same time in the same venue. The said brand now holds a Guinness World Record. This event not only introduced its products to potential consumers but also made them more appealing to its current clientele. After all, it gave them a sense of belonging and pride. Who doesn’t want to be part of a Guinness World Record?
Where the challenge lies
The challenge lies in creating new and fresh experiences that are aligned with your brand. There are certain experiential brand events that don’t lose their shine, such as sporting events for athletic brands. But the same type of event may not work for brands in other categories and fail to resonate with its audiences. That’s why not all brands are successful in holding fun runs. Brands should ensure that the experiential events they hold align with their messaging and have impact on their audiences.
How can brands do it?
Conceptualizing new and fresh experiential events is something that brands cannot do alone. That’s why they need to enlist the help of a marketing and events management company.
Sho, an event company in Singapore, regularly makes experiential events happen. Sho is also a talented boutique branding agency, so they don’t just do events, they do events that work. To know more about them, visit their website at Sho.sg.