By Ipanema Communication , July 29
You are probably carrying out numerous actions, campaigns and marketing strategies in which you are investing large resources, time and money in customer acquisition, but are you working on one of the key pieces of the Inbound methodology: customer loyalty ? It is obvious that to achieve a positive ROI, high engagement among your community and great benefits you must dedicate time to attracting customers, despite this, you must not forget to build customer loyalty. Experiential branding can help you with this.
Why experiential branding can help you in your loyalty efforts
Like any term included within digital strategies, experiential branding has become a task that many companies have decided to include in their campaigns with the aim of generating a brand image through the creation of authentic experiences that connect with their customers.
Obtaining a bond between client and company is one of the objectives that every company desires, since this means that they will be inside their minds and can interact with them. Despite this, today's consumers have become much more demanding, they inform themselves before purchasing a product and/or service, they look for new experiences and are moved by impulses and desires. That is why, if you want to stand out above your competition, you must investigate and offer unique needs.
Therefore, if we work on experiential branding, it will help us establish a relationship of attraction that will help us with the task we are seeking: building customer loyalty, thanks to working subconsciously with them.
The commandments of an experiential branding campaign
The goal of a good experiential branding campaign is to offer experiences that are not easily forgotten, that is, when the potential client leaves your website, they will remember what you have generated in their mind. Therefore, here are some tips for creating a good campaign:
Yes to viral campaigns. One of the key elements for your campaign to be a complete success is that users share it, since it means that you have reached their hearts. As an example, think about the campaign that Estrella Damm is carrying out on 'Alma' to fight against the large amount of plastic that populates our seas... does it create something in you or not?
The customer will revolve around action . Just as the earth revolves around the sun, brands must focus all their potential around users. They need you and you need them, so think about what they need and how you can give it to them by betting on personalization and empathy to transform your message into pure creativity.
Everyone should participate. Design, creativity and viralization are all well and good, but don't you think that if you encourage them to participate in the campaign you will create bonds of trust and they will feel attracted and grateful? It is one of the best actions to ensure that they do not forget the experience you have provided them.
Create a need among the public . If you inspire your consumers and create a need with your campaigns, you will generate a feeling of remembrance that they will hardly forget.
Experiential Branding Example
An example of experiential branding can be found in the Socialmood Agency , where its content is explained and/or told in an extremely original way.
The only thing that appears on the screen is the agency's corporate yellow , and it is precisely with this colour that they play with us through different indications. Suddenly, we find ourselves immersed in the Socialmood world, trapped in the screen, looking closely at the chromatic quality of this particular colour. They make us imagine that we are flying over the airspace sitting in our chair and then returning to the same place, but in a much more renewed way.
In the end, they invite us to use their agency services whenever we feel the need to do so, through different current, informal content and taking care of everything down to the smallest detail. The purpose, after all, besides entertaining, is none other than to end up selling the agency's services in a much more innovative and original way. What it achieves is to connect directly with the user's mind, avoiding falling into monotony and boredom.
This action could be understood as a small internal branding campaign , where the agency's values and philosophy are highlighted. In this way, the user or client learns, through a sense of humor, a little more about the essence list of telegram users in france of the agency and is given some clues about the personality of the members of its team.
It is a clear example of how content helps us differentiate ourselves from other competitors who offer the same services or products as us. After all, clients want results, but if they can also choose between working with a team with a certain amount of grace or originality or working with a run-of-the-mill team, perhaps those who are more popular have a better chance. However, not all clients will look for agencies that provide this level of originality or humour, of course, but those who do will have a clear reference.
In short, specialization is the key to success in finding clients who trust us. You can specialize by sector; by service; by philosophy and way of doing things; or a combination of all three. Their personality is inimitable and, to a certain extent, enviable, of course in a healthy way.
At Ipanema we also like to transmit this good vibe through our actions , but above all, our philosophy lies in helping our clients. How? Through a perfect combination of branding, inbound marketing, gamification tools, web design based on Growth Driven Design and automation marketing.
