In the experiential marketing world, there’s a common pitfall many brands overlook. If you want people to engage with you, you have to meet them where they are. That’s the core premise in chapter 2 of Steve Randazzo’s bestselling book Brand Experiences: Building Connections in a Digitally Cluttered World. Let’s dive a little deeper into chapter 2, “Go Where the Ducks Are”.
The metaphor here is simple: if you want to hunt ducks, you shouldn’t go up into the mountains to find them. You should go to the pond. This logic applies to marketing just as well. Placing the brand in the right place, at the right time, in front of the correct audience makes the difference between a packed, energetic event, and an empty one.
The Power of Being Present
Modern consumers are savvy. They can recognize when they’re being sold to, and they know how to tune out irrelevant and intrusive ads and marketing. The smart marketer knows that’s why the physical and psychological location is such a factor for brands connecting with their audience.
Is your target consumer at a music festival or on a college campus? Maybe at a fitness expo or the farmers market. Whatever you identity that matches the lifestyle of your audience, go to those locations and create experiences that fit their world.
Context Creates Relevance
To put a spin on a modern marketing phrase: context is king. A well executed brand experience can still flounder if it’s placed in the wrong context. Imagine setting up an immersive tech installation at a county fair. It doesn’t matter how modern and sleek the setup is, it’s probably not going to resonate with the audience.
An experience placed in the proper environment where the audience is comfortable with your brand will hit home far better. You won’t be interrupting the consumer’s day, you’ll be enhancing it. You create a no-pressure experience that feels like a natural part of the world instead of an unwelcome, pushy guest.
Smarter Planning = Better Results
Pro Motion’s strategy always starts with research. We dig deep to really know our client’s audience. Not just who they are, but where they go, what they love, and how they spend their time. We can then tailor our experiences to meet them where they are, in their element.
This isn’t just smart marketing—it’s efficient use of budget. Rather than casting a wide net and hoping for engagement, we place brands in high-impact locations where meaningful interactions are far more likely to happen.
Aside from being smart marketing, it’s efficient use of a budget. It’s always better to know exactly what your approach and audience is, as opposed to wasting money casting a wide net. We place brands in high-impact locations where they can have meaningful interactions with consumers they can actually connect with.
Final Thoughts
Don’t expect your audience to come to you. Instead, go to them .Go where the ducks are. Relevance and resonance are borne from understanding your audience’s habits, passions, and environment. Do your research and meet your consumer where they are.
At Pro Motion, we don’t just create events, we develop experiences that consumers build real connections with. We can help you achieve this with your audience.
Call us today at 636-748-5393 and hear directly from our COO Cathi Kennedy about our process.
