Nowadays consumers are offered infinite choices and multiple sources of information before buying any services or products. Traditional promotional methods are not as effective anymore, and the advertisements on TV and in magazines are no longer grabbing the attention of consumers. Now, this is a major concern for companies: How will their brand stand out in the market? Here comes the brand experience with its innovative ideas to grab the attention of consumers.
What is Experiential branding?
Experiential branding is a recently adapted process where brands create and drive the nerves of consumers in almost all aspects of the brand experience to influence the consumers emotionally and to fulfill the perceptions of their brand approach. Interactions can be through the communication, product elements, and brand space. These elements combine to create brand equity.
It’s a universal truth that brands always speak for the company’s reputation, what you see, hear, think, and feel about the company. According to that you decide to buy a product or service from any particular company. But, now people’s perception has been changed. They prefer to see that a company’s product has good reviews, and listen and look for people’s views about that brand.
It means that customer get smarter day by day when they first hear about the brand. They experience the services offered by the brand and they decide whether to take it or not. And marketers know this trend very well. They do not solely promote their brands through social media channels; they are connecting with consumers in an emotional way. They are offering consumers a chance to experience their brand and to create the emotional relationship with their brand.
For example, you are standing in a store and looking at a soap product. However, there is no emotional attachment to the product. Then you will start recalling commercials, reviews from your friends, and the brand you are currently using. Then, that is when you will be able to make a decision. This is the place where experiential marketing comes into action for all companies.
Practicing experiential marketing to build employer brand equity and brand consumers
Every time a company markets their brands in a unique way, but adding employees to their brand promotion gives an extra advantage to their brand. It’s a method that’s always been trusted by the consumers: when the company markets their brand with the employee’s experience. When employers are shown in the ads, they are sharing the experience about the product and endorsing the brand, and this creates more authenticity about the brand to the consumers. When it comes to payoff, this method saves money and shows the employer’s commitment.
Another way of experiential marketing is to create and join the equity of the consumers and employers. If you are promoting your hotel, then you can deploy all your employers over the hotel to provide the services to the consumers. This is the way through which your marketing agency can gain some ideas about marketing. This method creates equity among consumers and the employers, and helps you to solve the two brand marketing at the same way.
Calculate the risks before choosing your way of marketing
Before starting the marketing of your product you must think carefully about the risk factors. Before choosing any celebrity or employee as a brand ambassador, you must get all the details about his past history. This is because; celebrity brand marketing can have a negative impact on your brand. One example is as follows: Accenture is a global consulting firm and when the Tiger Wood scandal was spread virally all over the world, this had an adverse effect on their brand. Therefore, you have to think about all the factors before spending money on any celebrity and rethink your tactics before carrying out it.
Experiential marketing is not for all companies. It cannot be done by the Oil and Gas companies. These companies have to think before spending much money on their brand experience or employer brand equity. Whatever happened in 2008, BP will be always related to it. Consumers will not think about their brand experience – it will always be related to the 2008 oil spill.
Some tips to increase brand experience through employer brand equity
1. Think like a professional
Before getting into experiential marketing you must think like a marketer. If you do not have the skills then you must learn about it and join a marketing agency.
2. Consider employers emotion
Business has always been about people, although the average business person doesn’t think about emotions. However, marketing is based on emotions, so you must think about the employer’s emotions.
3. Build a relationship with CO and monitor the employer’s capability
For better marketing you must build a relationship with your employers and HR. You have to link the master brand with the employer’s brand. Also, you must see the capability of the employers. Who is performing well? What are their personal habits? Everything should be considered.
4. Evaluate channels and put your leaders in front
You do not have to start from scratch, as you can view some channels and their tactics. Put your leaders in front and allow them to be a brand ambassador of the brands that boosts the confidence of the employees.
Experiential marketing is all about marketing or endorsing the brand in a unique way, and it should connect with the emotions and feelings of the consumers. However, here you can also implement an employer’s brand experience to save money and positively affect consumers trust.
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