The Secret to Building Customer Loyalty with Experiential Marketing: Co-Creation

Lauren Taylor on 1/18/17 3:50 PM


Today’s world is oversaturated with digital marketing campaigns. In increasing numbers, marketers are discovering a better way to grab ahold of and keep the attention of consumers: experiential marketing.

Experiential marketing helps brands tap into the emotions, feelings, and attachments that drive consumers. Attending a branded event allows consumers to experience what a brand stands for, and 74% of consumers have a better opinion about a brand after attending an experiential marketing event. In short: experiential marketing helps establish trust, nurture brand loyalty, and build new relationships.

But what if your experiential campaigns could be even better? With the rise of experiential has come the event and marketing pros who want to control every last detail of an event or activation. While it’s important that each campaign be well thought-out and executed, event marketers should also create activations that encourage consumers to interact with and create experiences with a brand. This will not only increase consumer engagement, but will also help brands drive customer loyalty and build trust.

This is a sneak peek into the content of our webinar, Innovating Your Event Experience in 2017. To learn more or watch now, click here

Need some ideas for activations that allow customers and attendees to co-create their experience with you? Keep reading—we’ve got you covered.

1. Let your attendees determine what your speakers will discuss. If you’re hosting a conference for which many people sign up a few months in advance, consider hosting a Twitter chat with your speakers and attendees several weeks (or even months) before the event. Your speakers should come prepared to present their potential talking points to your attendees, allowing the attendees to determine which ideas they like the most. This will not only encourage your consumers to interact with each other and your event’s speakers, but it will also give them the opportunity to shape the larger conversation that will take place at your event. This will ultimately help attendees extract the most value from their in-event experience, which will benefit you as much as it’ll benefit them.

2. Use an event hashtag. This may seem obvious, but it’s also extremely important for keeping attendees engaged and for providing them with a space in which they can co-create an experience. Attendees will use the hashtag to engage with the larger conversation surrounding your event, connect with other attendees, and consume content from event speakers whose presentation they may have missed—among other things. 

3. Use a Twitter wall.
A Twitter wall will only further encourage the use of your event’s hashtag. Rather that forcing attendees to check their own devices for an updated feed of the hashtag, project a live feed of the hashtag throughout your venue. Attendees will want to see their posts projected on the big screen, and they will be more likely to post to social media using your event’s hashtag if there's always a Twitter wall nearby to remind them.

4. Build gamification into your event’s mobile app. If you include gamification in your event’s app, you'll encourage attendees to participate more than they might otherwise. Give your attendees points for checking into a session or connecting with someone at the event, and include a leaderboard so attendees can see how they compare to other guests. This encourages people to get more involved, and it ultimately creates a better in-event experience for everyone. Throughout the event, allow attendees to use the points they’ve built up to direct some aspect of the in-event experience. Whether they get to choose the next song that plays or use their points to vote for the event’s next geofilter, gamification will encourage more in-event participation and interaction. 

5. Get specific with your service or product. The previous ideas are general enough that they could be used for a variety of events. Some of the best co-created experiential campaigns, however, are the ones that are specific to your brand or product. 

At an activation Oreo hosted at South by Southwest (SXSW), attendees used tablets to design a customized Oreo, and then they watched as a machine (think 3D printer meets vending machine) created their customized cookie within a matter of minutes. Of course, Oreo created a hashtag just for the activation, allowing the co-created campaign to extend beyond the in-event attendees. 

No matter what your product or service, try to get creative with co-created experiential campaigns. They will help your brand create even more memorable experiences for attendees, and will ultimately help you build trust and loyalty among consumers.

Do you want more tips on how to innovate your event experience and drive brand loyalty? Watch our webinar, Innovating Your Event Experience in 2017, which features guest speaker Ja-Naé Duane, the Managing Director of Innovation for the Revolution Factory and co-author the best-selling book, The Startup Equation. 

The webinar covers:
  • How experiential marketing drives innovative ideas and revenue
  • Why experiential is key to developing a connection with consumers
  • The importance of co-creating your brand with consumers
  • A data-driven approach to measuring event experiences
  • … and much more!

Event pros, what have some of your co-created experiential campaigns looked like? Let us know in the comments below, or tweet us @eventfarm!


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