Fidelity in Live Marketing: 5 strategies to build lasting connections

The experience marketing has been gaining space among the most effective strategies for brands looking to create real bonds with their audience. More than an impactful event, loyalty requires coherence between what is promised and what is delivered. In a scenario where the consumer is increasingly conscious of their actions and demanding of brands, companies must reinvent themselves to maintain relevance. For Ale Tcholla, partner and creative director of Blood, a reference agency in non-stop experience, a successful experience needs to reflect the company’s values genuinely. “The consumer perceives when there is truth behind an action, and that is what makes them trust and engage. The ideal is to provide people with a memorable and unforgettable moment, allowing the audience to leave with a positive and impactful memory they experienced due to creativity, delivery, and work,” he explains. “The atmosphere on the day of the event, the location, the needs of the moment, the message to be conveyed, all of this can be used for branding and to reinforce the product’s image. However, being able to unite all of this in a true and credible way is the great challenge of Live Marketing,” he emphasizes. In this scenario, the expert outlined the five essential steps to win the loyalty of the audience through Live Marketing:

1. Define and communicate a clear purposeFor Tcholla, every action needs to start from an objective that represents the real value of the brand to its audience. “Communication must be direct and consistent. The purpose is what sets apart an experience with real impact from merely aesthetic action. When the company is clear on what it represents, everything aligns around that,” he adds.

2. Be transparent and consistent in all interactions

According to him, the values presented in advertising campaigns need to be truly aligned with the reality and actions of the brands. “It is important that these values reflect what the brand believes in and what it can actually offer to consumers. For a campaign to be effective, it should not only grab attention during an event but also demonstrate that it continues to act in accordance with these principles afterwards. This way, consumers can trust that the company delivers on its promises,” he explains.

3. Explore technological innovations to strengthen the relationshipViewing technology as an ally, from the product production process to communication strategy, is essential to connect with the public. “However, the possibility for anyone to pick up their phone and comment on a product, or even seek an answer about a controversial action, makes brands more vulnerable,” emphasizes the Blood director.

According to Tcholla, technology brings closer and reveals. “Using it consciously, from production to post-event, reinforces the message and creates new ways to engage with the audience. This way, it is possible to explore all touchpoints and their peculiarities to deepen the message, reinforcing positive consumer perception, generating loyalty and even turning them into a brand advocate,” he states.

4. Plan actions that connect before and after the eventAccording to the executive, the experience does not begin or end at the moment of activation. Continuity is what reinforces the memory and consolidates the bond. “The event is a point of contact and communication must be planned so that it reinforces a message that has been consolidated, in all relevant channels. The idea is to build a relationship before and nurture it afterwards, with messages that reinforce the experience and extend engagement”, points out.

5. Create memorable experiences that generate spontaneous engagementMemorable moments are those that evoke emotion and become shareable by the will of the audience, not by imposition. Tcholla believes that in-person events allow for a sensory experience that no other marketing tool, that goes through screens, allows for.

“Knowing how to explore all these senses to reinforce a specific message or positioning is a huge challenge. A memorable experience doesn’t have to be grand, but meaningful. When a company truly touches the audience, they become the biggest advocate for the brand”, concludes.