Experience marketing has gained ground among the most effective strategies for brands looking to build real connections with their audience. More than just an impactful event, loyalty requires consistency between what is promised and what is delivered. In a scenario where consumers are increasingly aware of their actions and demanding of brands, companies must reinvent themselves to maintain relevance.
According to Ale Tcholla, partner and creative director at Blood, a leading agency in non-stop experiences, a successful experience must genuinely reflect the company’s values. ‘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 that memory of something positive and impactful they experienced due to creativity, delivery, and effort,’ he explains.
‘The weather 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, but managing to unite all of this in a genuine and credible way is the big challenge of Live Marketing,’ he emphasizes.
Given this scenario, the expert listed the five essential steps to win audience loyalty through Live Marketing:
- Define and communicate a clear purposeFor Tcholla, every action must stem from an objective that represents the brand’s real value to its audience. ‘Communication should be direct and consistent. The purpose is what differentiates an experience with real impact from one that is merely aesthetic. When the company is clear about what it stands for, everything aligns around that,’ he adds.
- Be transparent and consistent in all interactions
According to him, the values that advertising campaigns present must be truly aligned with the reality and actions of the brands. ‘It’s important that these values reflect what the brand believes in and what it can actually offer consumers. For a campaign to be effective, it should not only grab attention during an event but also show that it continues to act in accordance with these principles afterward. This way, consumers can trust that the company delivers on its promises,’ he explains.
- Explore technological innovations to strengthen the relationshipViewing technology as an ally, from the product production process to the communication strategy, is crucial for getting closer to the audience. ‘However, the possibility of anyone picking up their phone and commenting on a product or even seeking an answer about a controversial action makes brands more vulnerable,’ emphasizes the director of Blood.
For Tcholla, technology brings people closer and reveals truths. ‘Using it consciously, from production to post-event, reinforces the message and creates new ways to relate to the audience. This way, it’s possible to explore all touchpoints and their peculiarities to deepen the message, reinforcing positive consumer perception, generating loyalty, and even turning them into brand promoters,’ he states.
- 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 memory and solidifies the bond. ‘The event is a touchpoint, and communication must be planned so that it reinforces a message being consolidated across all relevant channels. The idea is to build a relationship beforehand and nurture it afterward with messages that reinforce the experience and prolong engagement,’ he notes.
- Create memorable experiences that generate spontaneous engagementMemorable moments are those that evoke emotion and become shareable by the audience’s own will, not by imposition. For Tcholla, in-person events allow for a sensory experience that no other screen-based marketing tool can offer.
‘Knowing how to explore all these senses to reinforce a specific message or positioning is a huge challenge. A memorable experience doesn’t need to be grandiose but meaningful. When a company genuinely touches the audience, they become the brand’s biggest promoters,’ he concludes.
