Experiential marketing strategies should include “place branding and story-doing”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2019, 2:44 AM UTC

Businesses should incorporate amenities to branded spaces that entice consumers’ interest.

This article applies the philosophy of “placemaking” as a marketing tool through space design that facilitates social interaction and improves a customer or prospect’s brand experience. The author divides placemaking into two components, “place branding” which is applying a brand to the space it inhabits, and “story-doing” which involves a customer or prospect into the story a brand is trying to communicate.

Marketers can effectively apply these principles at trade shows, seminars or work spaces by being clear about their story and incorporating that within the space. Businesses should create spaces that elicit reactions from visitors, either by asking questions or interacting with displays.

Further, the branded place should offer multi-sensory experiences to increase brand recall. The strategy should include dynamic, adaptable and context-specific designs that are multipurpose and movable.

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