If brands are seeking to build a sustainable consumer community and maintain an edge over the competition, forging a genuine connection with their audience is crucial.
Brands can rely on experiential marketing to tap into consumers’ vulnerabilities, desire for empathy and inclusiveness and meet their needs at the perfect moment. Marketers should collaborate with local experts relevant to their industry niche to better contextualise their products, gather more knowledge or expertise and meet other people.
Along with reaching wider audiences and engaging with people through workshops, meetups can help brands build trust. Similarly, marketers need to find ways to gather unsolicited, authentic customer images, stories and feedback to create genuine UGC.
Analysing customer data can also help brands gather insights into their target audiences’ aesthetic choices, desires and needs. Such insights can offer curated colour schemes, materials and other creative pain point resolutions.
[4 minute read]