Why the ultimate marketing investment is in extraordinary experiences
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angelou
Marketing sets out to do one thing: to tell your brand story. We tell this story through various channels but in a world where our audience are constantly distracted, it’s becoming more of a challenge.
What distinguishes a good brand from a great one is when your story becomes an experience. Marketing done well is a promise of an extraordinary human experience; something which allows them to unleash a unique and amazing feeling within themselves.
These promised experiences are the essence of marketing.
But here’s the thing – if the experience lies at the core of your promise to your clients, then the entire marketing process should be based around the quality of the experience you’re offering. Therefore, your number one marketing investment should go into making the customer experience an unforgettable one, and what better way to do this than through strategic events? Get the undivided attention your brand deserves and create a 360 experience that lasts long after your event.
Events today are more than a party, it’s an opportunity to leverage your brand through all 5 senses, creating tangible touchpoints that serves your brand objectives. Events gives you the opportunity to move beyond story telling, making your customer part of your brand story.
“Done well, nothing―absolutely nothing―accelerates brands faster [than an event]. My humble opinion? Move events to the top of your list.” Bob James
Lesley Waterkeyn in Experiences matter – even in digital world describes an event as a social occasion that brings together people and unites them under a common cause. In a digital world, this togetherness refers to the power of proximity – a powerful tool in making a brand experience unforgettable.
“The power of bringing people together should never be underestimated. Experiential marketing is an effective tool that attempts to directly engage with prospective consumers through involvement and participation in the brand’s growth.” (L. Waterkeyn, 2017, ‘Experiences matter – even in a digital world’, in J. Simpson & J. Lapperman (eds.), Marketing in South Africa)
And the results of a well-executed event are hard to ignore, according to these statistics:
- 98% of users feel more inclined to purchase after attending an activation
- 74% of consumers have a better opinion about a brand after an in-person event
- 70% of users become regular customers after an experiential marketing event
- According to 80% of attendants, live demonstrations and free samples significantly help define their purchasing decision
- 71% of consumers share information about their experience with their peers and family members
Marketing is more than selling products and services – it’s not even about the discount or the quality. Marketing sells an experience to human beings who yearn for interaction and real-world enjoyment. Sure, digital media allow people to connect. But, at the end of it all, it’s the brand’s rewarding experience that people are after. And that the best place to discover that experience is at an event.