Experience marketing, sometimes referred to as "Engagement marketing", "Event marketing", amongst others is a marketing strategy that directly engages consumers and encourages them to participate in the evolution of a brand or a brand experience. This trend is massively growing, opening up new doors for brand activation and customer experiences we have never seen before.
Engagement marketing involves marketing of a product or a service through experiences that engage the customers and create an emotional attachment to the product or service. Physical and interactive experiences are used to reinforce the offer of a product and make customers feel as if they are part of them. Experiences are positively related to customer's attitudes, mood and behaviors. To achieve success, an experience should be engaging, compelling and able to touch the customer's senses and capture his/her loyalty.
Instead of looking at consumers as passive recipients of messages and content, marketing managers believe that consumers should be actively involved in the production and co-creation of marketing programs (or an event), and by doing so, develop a personal relationship with the brand.
Sponsorship and activation of brands is increasingly becoming a major part of events: Sports, Festivals and Stage shows - just to mention a few. So how can event organizers offer new ways to activate their crowd in meaningful ways together with brands and achieve a win-win-win for fans-brands-and-marketers?
Stagecast helps brands and event organizers to create meaningful and measurable interactions with fans. Most recently, the Swedish Handball association used Stagecast during the European Handball Championships and the German Volleyball federation activated their mainsponsor's brand during the Volleyball cup finale 2020.
How are you leveraging the "experience era" for your brand? Are you already working with experience marketing? And if not, what are you waiting for?