Every brand is one way or another looking to win the trust of its customers. At the same time consumers are becoming more knowledgeable and are sceptically aware of marketing techniques. This makes it more challenging to build up their trust via traditional methods.
Traditional marketing techniques are widely used and consumers already phase them out, lessening their impact.
Today, with so many brands to choose from, consumers look for unique experiences. Experiential marketing provides an opportunity to showcase your brand’s products in a more meaningful way.
Experiential marketing can enhance consumer trust and perception of a brand. Brands that aim to connect with their customers on an emotional level should focus on creating positive and memorable experiences.
Building Trust through Experiences
Simply showcasing your product and its features won’t succeed in building a connection with consumers. In order to upgrade your techniques for generating consumer trust, consider the following:
1. Immersive Experiences
Not any experience will have a positive impact on customers. These experiences must be relevant to your brand to attract the right audience. Experiences must involve consumers and allow them to immerse into your product or brand as a whole. Provide a story to explore that is unique to your brand.
2. Leverage User Content
Effective experiential marketing will get people talking about their experiences. Some consumers will want to capture and share them online. This is a great opportunity to leverage user-generated content that can create positive buzz around your brand. Think of ways to capture this content e.g. via branded and custom hashtags on social media.
3. Organize and Promote Events
Expand your reach by promoting your event or activity where customers can enjoy the experience. Consider inviting press and influencers to your experiential activities to help spread the word about your brand. Sharing an event online is already common these days and every business should do it.
4. Keep in Contact
In the wake of events and customer participation, you will want to maintain a connection and build on that positive initial impression. Collect customer data such as emails through event marketing software so you can engage with participants post-event.
5. Measure Success
If well done, experiential marketing has many benefits. However, as any other marketing effort, you must be able to measure its impact on your business. This can mean analysing attendance, sales, media coverage or online mentions.
Brands that encourage participation and collaboration of consumers through experiential marketing will be one step closer to gaining their trust. Experiential marketing will establish stronger bonds between brand and consumer with positive interactions.