The Human Touch: Why Major Brands Still Use Promotional Staff as a Key Marketing Tool
Also called ‘engagement marketing’, ‘event marketing’, ‘live marketing’ or ‘participation marketing’, experiential marketing places emphasis on consumers taking an active role in the marketing process, not just a passive one.
Experiential marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, therefore developing a relationship with the brand.
As consumers are essentially human beings, and not demographic sectors, human interpersonal interactions leave the biggest impression on potential clients.
- Experiential marketing can form a more memorable connection, as it can appeal to all 5 senses
- A genuine, interpersonal interaction creates a more emotional, and therefore significant, bond.
- Creativity and unique ideas attract more intrigue and new customers.
- Experiential marketing encourages more people to try the product and service.
B. Joseph Pine II and James H. express in their book The Experience Economy how brands must begin to provide consumers with memorable events and engagements that allow the brand to stand out from the clutter of their competitors.
Livy Alvey, in Relationship Marketing, explains that brands facing identical competitor products can create brand loyalty by focusing on the emotional connection, through experiential marketing.
Experiential marketing is more likely to make a lasting impression as it provides connection with one person at a time, and the trial experience utilises the power of peer-to-peer recommendations.
Liz Bigham, director of marketing at New York-based experiential marketing agency Jack Morton, conducted research into experiential marketing. They found that:
- 93 percent of respondents agreed that experiential marketing generates advocacy and word-of-mouth recommendations;
- 92 percent agreed that experiential marketing builds brand awareness and brand relationships; and
- 77 percent stated that it generates sales and leads.
Bingham explains "the thing that generates word of mouth is some sort of personal, actual experience […] It's stuff that happens in the real world that gets people to talk.”
If you are looking to create genuine, lasting connections between your brand and potential clients, a team of professional promotional staff will be indispensable. If you are looking for promo staff please do not hesitate to contact us here at Breeze People.