Back in 2015, Nielsen conducted a poll of over 3,00,000 consumers across 60 countries. They wanted to find out what makes the consumers spend more. This Nielsen study concluded that more than 75% of the polled consumers are willing to walk the extra mile for sustainability. The 75 million-strong millennial population has come of age during one of the most challenging economic climates, yet they want to spend and invest in brands that offer sustainability.
Product vs. experience: it shouldn’t be a race, but a collaboration
Cruelty-free beauty products, ethically-made designer clothing, and vegan leather are not just marketing terms anymore. They offer a brand of sustainable experience that the millennials can be a part of. Millennials are more aware than their predecessors ever were. They want to ensure that the brands they are wearing and using uphold Fair Trade. The products may cost more than the commercial or retail products you can buy off the rack of walk-in shops, but they offer an exclusive experience that no other brands can provide.
Experience is a significant part of the journey towards sustainability. Entrepreneurs like Janne Robinson, who are transparent about their material sourcing, designing, and material manufacturing process, garner loyal consumers via popular social media channels. Emerging brands from New York that are open about their material sourcing and manufacturing methods allow the potential paid customers to become a part of their struggle on the path of sustainable production and manufacturing processes. Experiential marketing is not just about expensive events and mobile truck tours. Sometimes, a simple touch of a virtual journey for the consumers can elevate a brand and propel its sales. Get in touch with the best New York City experiential marketing agency to find out how.
What do NYC brands need in terms of experiential marketing?
Experiential marketing is displacing traditional marketing and advertising techniques almost all across the US. Especially in busy cities like New York City, where people barely have the time to look at their own watches, brands need something more convincing than billboard ads and OOH displays. People need something that can command their attention away from their mobile phones and onto another screen. The material has to be engaging enough to hold their attention for at least 20 seconds. Whether it is in the suburbs of NYC or the subway stations, which is a challenging task when brands are thinking along the lines of TV movies and TVCs.
Brands need to step outside the box and offer people something that moves them emotionally. Anything that can evoke an emotional response and cause a person to pause on his or her way to work is precisely what is necessary to establish buyer loyalty. Buyers are no longer the wallet-holder, who pays for products and services and then goes home. The buyer is a human entity, who craves tangibility and relatability from brands. When a New Yorker goes for a macchiato or Americano each morning, he or she is more likely to frequent a café that makes him, or her feel positive. Therefore, apart from focusing on the blend of the coffee, the multitudes of cafes lining the office lanes need to think about the experience they are offering to their customers every day. Whether it is the invigorating aroma of fresh brews or the movies on the ethically sourced beans; the customers from NYC want more than the typical café experience.
How can experiential campaigns immortalize a brand?
The famous chocolate manufacturer Milka once designed a simple but highly effective experiential marketing campaign. This highly successful campaign wanted to create a special memory for its customers. When a person bought the Milka chocolate, he or she received the bar with one piece missing. Upon reaching out to the brand, the consumer received the choices of retrieving the last cube for himself or herself or sending it to a special someone. The interactive promotional campaign was so straightforward yet memorable. It is immortalized Milka as the chocolate that is “best enjoyed when shared” with a special someone!
Why experiential marketing?
It is time for every brand to step up its game. We are in a consumer-first world, and it is the perfect time to reassure your customers that you care about them. Just in case you are still confused about the goals of experiential marketing, well, that’s just it – to establish a real relationship with your potential customers. Only by developing one will you be able to retain them. These are no longer one-way relationships. These are new-age relationships that include feedbacks, customer service via email and phone, and considering customer opinions/suggestions during product design and sale. Sponsor events related to spreading environmental awareness, sustainable design, and ethical practices to reach out to the target audiences in NYC. Experiential marketing will put you and your brand managers in direct touch with the target audience with minimum effort and maximum efficiency.