The 4 Biggest Experiential Trends of 2015 (So Far)
Marketing specialists are regularly saying that we’re now in the “experiential economy”, in which most consumers are favouring experiences over standalone products. This economy is relatively new and most brands haven’t got the hang of operating in it just yet, and even when they do consumers change their minds about what they want within two or three years. Thankfully, there are some trends that have developed in 2015 that we expect will carry on through to 2016 too. We’re going to explain these in this post to give you a better understanding about how to plan your experiential marketing strategies.
The Internet of Things
You may have heard of this term before and thought: “...what?”, and for good reason. The slightly non-descriptive phrase essentially means every digital device being connected to the internet and other devices at all times. These devices span from those you may expect such as phones, tablets and laptops to generally disconnected items like fridges, thermostats and even washing machines. The idea is that devices that are connected to the internet and each other will be able to provide users with a greater value by being able to receive commands from and send information to users at any time.
In an experiential sense, the internet of things allows brands to engage with consumers in a contextual sense. Whereas traditional communications, including TV, display ads and even to some extent social media, sends the same message to everybody, the internet of things allows brands to send relevant, accurate and useful messages to users. This kind of personalised communication is the key to creating the intimate relationships that consumers call for.
Even the most innovative brands struggle to evoke excitement from consumers today, and brand collaboration is one of the tools that can be used for this. Even two major brands that consumers are so accustomed to that they don’t evoke much of a second though can combine to appear interesting and exciting to users.
The most common collaborations are those of two major, known brands, but lesser known brands can be part of partnerships too. Major brands collaborating with niche brands allows the smaller brand to appeal to a larger audience and gives the more established brand an innovative image. An example is Starbucks’ collaboration with US fashion label Band of Outsiders. The ubiquitous coffee chain paired up with the cool label to produce a coffee mug that looked more exciting than the boring ones Starbucks produces on its own.
In the world we live in today, consumers favour brands that can deliver an experience over brands that only give boring old products. We live in a world where very little is exclusive; anyone can buy an iPhone or download an app, but experiences are harder to come by. Users love sharing and reliving stories of their experiences, especially on social media.
Simple experiences aren’t enough these days though, they have to be immersive. This means giving consumers experiences that are authentic and social. If you can give consumers these kinds of experiences they’ll quickly develop strong relationships with your brand and they’ll even share with their friends, family, and anyone else who will listen!
There is no such thing as ‘popular culture’ anymore; people have torn it apart and left fragmented subcultures behind. Music and fashion are no longer driven by mainstream media like they once were; they are now in the hands of community networks. This means that brands struggle to authentically connect with people in these cultures unless they properly understand how the dynamic subcultures work.
This means that understanding communities and demographics is more important than ever. Corporations can no longer rely on out-of-date information when designing product offerings and communications. Brands that operate successfully in this trend use big data, online and offline social presence, and regular innovations to stay up-to-date with subcultures.
Hopefully this post has given you some ideas for how to design your experiential marketing strategies. Here at Breeze People, we are experts in promotional and live event staffing and that’s why we can provide our clients with the best staff, including promotion and exhibition staff. If you are planning on using experiential marketing (and you really should be), look no further than us for staff. If you’d like more information about the services we can deliver, don’t hesitate in contacting us on 02380 015 000.