These days, there is no idea too outside the box when it comes to elevating your brand. After all, the internet created a crowded space where the need to differentiate from others is essential. One way companies are accomplishing this is through brand experience marketing. Here is a lowdown on what it is, some unique examples companies have implemented, and how it can benefit your business.
How Does Brand Experience Marketing Work?
Brand experience marketing deals with cultivating an immersive, positive experience with customers. At its core, it’s about establishing and strengthening the bonds between a company and its customers. There are many avenues to enhance this value, too.
Think of the environment in which your customer engages with your brand. If you own a retail store, you want to create an atmosphere best representative of your brand. On this front, every small choice impacts this. It can include the type of music you play, the ambiance created in design and furniture, the engagement your customers receive from staff, and even the scent.
With this in mind, brand experience works best when you have a firm grasp of what your company represents and how your customers interact with it. If you run an e-commerce shop, you’ll want to design your services around your customers’ needs. This might include in-person pickup options, multiple payment options, and even a live chat feature, where a staff member can engage with the customer during their journey. These small touches can yield impactful results.
Furthermore, brand experience marketing is catching on at a rapid pace. It is why top companies are using it in creative ways.
Examples of Brand Experience Marketing
Dunkin’ Donuts created a multi-sensory experience for commuters in Seoul. It involved them hearing a jingle from the company while riding the bus. After the commercial, a coffee-scented spray emitted into the bus. And when the bus reached its stop, departing commuters saw ads for the nearest Dunkin’ Donuts. This experience engaged customers through hearing, scent, and sight.
Another way to inspire and connect with your customers came from Vans. The House of Vans offers skateparks, art installations, and concert stages to allow people with shared interests to form a community. Currently, Vans has these venues in Chicago and Waterloo.
How Does It Benefit Businesses?
Using brand experience marketing helps your business in the following manners:
Customers develop associations and build awareness about your brand
Your client understands your identity (what makes you unique and your values)
This approach can increase your brand awareness
A great brand experience can increase customer loyalty
It helps you elevate and differentiate your brand from competitors
Design a Memorable Experience
If you’re looking to implement experiential marketing campaigns, MadeFirst can help. Trust our experts to help you create an authentic and unique experience for your customers. In turn, you can gain more exposure, generate customer loyalty, and elevate your brand above the rest of the pack. Learn more about how we help businesses by contacting us.