Can a potential purchaser actually build a rapport or emotional relationship with a brand using event marketing? Absolutely! Experiential marketing gives consumers a chance to engage a brand, provides a look into brand personality and offers consumers a chance to interact with a product before purchase.
- Give the purchaser an opportunity to examine your product independently. Create a fun and engaging environment with no pressure, and let the buyer “kick the tires.” It builds trust.
- If it is a service, allow them to integrate it into their system for free. This also creates a very “sticky” situation. If the service is integrated and used, it begins to take on a life of its own while the buyer is developing an actual relationship with the service.
- Give full customer support during trial periods. This will help to cement the relationship with your new customer.
- Address any consumer concerns immediately. Every concern becomes an opportunity to have a conversation with your consumer to explain and integrate the product. This is important to gain the maximum traction and create a favorable brand experience.
- Do it in a fun, energetic, low pressure environment. This is not a sales call but an opportunity for consumers to try your product and build a relationship with your brand.
- Allow for competitive comparisons. This is essential if the buyer is going to create a positive and confident relationship with your brand.
- Whenever possible make sure you are engaging all of the senses. We have found the more senses the better the recall.