The advantages of experiential to engage audiences in more meaningful and relevant ways has now been realised by brands globally.
Over the past decade there’s been a surge in experiential marketing. Companies have seen the value of moments and interactions to connect, experience and share. With a huge demand for experiential marketing, the expectation of what it can achieve for brands has evolved significantly. Brands must create an experience like no other.
Technology and Innovation
Brands are now using technology like VR and AR to encourage consumers to take part in their branded experience. We’ve started seeing new and exciting other forms of technology come into the limelight – more multi-sensory experiences driven by hyper-reality are being utilised, and 5G is now being used to enhance our experiences.
Experiences Worth Staying For
Brands recognise the need to bring in an audience that hold the potential to become future loyal customers. People want to spend their money on things that they feel are worth it, so an experience that allows a longer stay increases the chances to create a relationship with consumers. High-quality talks, workshops and events are becoming more commonplace within the experiential field.
The Converse One Star Hotel featured a series of workshops and talks from influencers and Converse collaborators. A Shoreditch townhouse was redesigned to deliver a range of rooms inspired by "sneaker, skate, fashion and music". Brand inspired rooms and communal areas each had their own creative direction, all reflecting the ‘One Star’ attitude.
The results were outstanding. 5,345 people attended the experience with an average dwell time of 40 minutes and 40,000 new Instagram followers proving that a stay-able experience works.
Experiential in Retail
The stores of the future are here – providing experiences rather than simply focusing on selling stock. Consumers are beginning to expect retailers to link the online and offline worlds to create a faultless, intuitive experience that makes buying products easier, quicker and more pleasant.
Topshop’s flagship store on London’s Oxford Circus has deployed a combination of experiences, stunts and pop ups to engage and delight the public such as the Topshop Splash VR Waterslide and the livestreaming of their Topshop Fashion show via VR headsets.
Consumers are wanting a more desirable shopping experience as a key driver verses shopping at home or elsewhere.
The House of Vans store in London takes the shopping experience to the next level where a cinema, café, live music venue and art gallery can all be found. The main attraction is on the bottom floor – a concrete ramp, mini ramp and street course.
Providing an unparalleled experience for consumers has become a key feature to ensuring customer loyalty, so methods that were once considered radical ideas are being regularly used to increase customer experiences. What was once considered the future of experiential is now here.