Understanding the live environment and what influences your target customers when making purchasing decisions is paramount in order to leverage consumer brand choices and allocate your marketing efforts to best effect.
In today’s competitive market, consumers have more options of products and services available to them than ever before. A clear understanding of how people are most likely to interact with your brand can increase the effectiveness of your marketing efforts and entice your consumers to make impulse purchases. However, different customers have many different needs and, therefore, how can you ensure you are best promoting your brand’s offering to satisfy your target audience needs? More importantly, how can you capture the hearts and minds of your target consumers and entice them to buy your brand?
Knowing your customers needs and wants is a basic tool for successful marketing. Consumer segmentation consists of variables that can be easily identified through demographics, geographics and behavioural aspects. With the proliferation of consumer segments and declining effectiveness of traditional media, mapping the consumer journey is a great way to enable you to understand your consumers’ behaviour and how they connect with your brand. Additionally, experiential marketing acts as a great platform to understand consumer behaviour and to build brand loyalty and advocacy.
What makes your brand unique is positioning your product or service within the right groups and finding an ideal balance between satisfying consumers wants and achieving increased consumer value through performing organisational functions more effectively. Experiential specialists understand what works in a live environment and along with well-trained brand ambassadors we can get consumers to understand your brand and product better by spending time with them. Prioritising the importance of consumer needs allows us to focus on higher yielding processes that consumers love and value.
The key factor in any experiential campaign is to influence decisions and actions by implementing processes and technologies to extend the customer lifecycle, whilst focusing on retaining more customers in the long term. Live brand experiences can create a highly effective customer experience for your selected audience, which can ultimately affect the memorability of your brand, as well as the frequency of purchases and new sales. By selecting the relevant markets and engaging with your target consumers in two-way conversations about your brand offering, Hotcow can help you gain insight on how your consumers like to interact with your brand, and focus on particular touch points that will create value for both your brand and your consumer.
In addition, experiential activities can deliver a more personal brand experience that is in line with your customers preferences and lifestyles, whilst understanding the underlying drivers and trends that may shift their brand perceptions in the future. A well targeted experiential campaign will ultimately reach a high proportion of your target audience, in the right location.
What do you think? How does your organisation use customer experiences and experiential marketing to better serve your customers’ needs and influence positive buying behaviours? Tweet us @Hotcow!