Tuesday, June 19th, 2018

Consumers seek experiences

Jonathan Blum

Horror movies are successful because they move audiences, which is precisely what brands want to do—connect with people. Traditional marketing is no longer enough, which is why companies are using event marketing strategies.

When you hear someone say an “Apple event,” what comes to your mind? I think of technology, innovation and, sometimes, investment. This technology giant’s annual presentations are a great example of event marketing. The concept explicitly refers to creating memorable experiences for consumers.

Implementing this type of strategy implies a win–win situation, because in addition to consumer experiences, they also offer an ideal environment for networking and/or identifying commercial allies, especially when designed for specific niches. In Apple’s case, each year they bring the tech industry together to launch their innovations.

Another example –for content- is what producers do when they release a new movie and they want to promote it. At press screenings, in addition to premiering the film, they often let people experiment with virtual reality or even digital platforms. This type of marketing is very versatile, which is an advantage.

When should you implement this type of strategy? New product or service launches are just one example. The idea is to predispose clients toward your brand to increase market recognition, while at the same time building a community. In the words of Maya Angelou, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This is why, if your audience is eager to have an experience, make sure to provide it.