Loyalty in Live Marketing: 5 strategies to build connections that last

Experience marketing has gained space among the most effective strategies for brands that seek to create real links with their audience. More than an impactful event, loyalty requires consistency between what is promised and what is delivered. In a scenario where the consumer is increasingly aware of their actions and demanding with brands, companies must reinvent themselves to maintain relevance.

Ale Tcholla, partner and creative director of Blood, agency reference in non-stop experience, a successful experience needs to reflect the values of the company in a genuine way. “The consumer realizes when there is truth behind an action, and that is what makes him trust and engage. The ideal is to provide people with a memorable and unforgettable moment, which allows the public to leave with this memory of something positive and impactful that he experienced due to creativity, delivery and work”, he explains.

“The weather on the day of the event, the venue, the needs of the moment, the message to be transmitted, all of this can be used for branding and to reinforce the image of the product, but being able to unite all of this in a true and credible way is the great challenge of Live Marketing”, he points out.

In this scenario, the expert listed the five essential steps to win public loyalty from Live Marketing:

1. Define and communicate a clear purposeFor Tcholla, every action needs to start from a goal that represents the real value of the brand to its audience. “A communication should be direct and consistent. The purpose is what differentiates an experience with real impact from an action only aesthetic. When the company has clarity of what it represents, everything aligns around this”, he adds.

2. Be transparent and consistent in all interactions

According to him, the values that advertising campaigns present need to be really aligned with the reality and actions of brands. “It is important that these values reflect what the brand believes and what it can really offer consumers. For a campaign to be effective, it must not only draw attention during an event, but also show that it continues to act according to these principles later. Thus, consumers can trust that the company fulfills what it promises”, he explains.

3. Explore technological innovations to strengthen the relationshipPerceiving technology as an ally, from the product production process to the communication strategy, is fundamental to get closer to the public.“However, the possibility of anyone picking up their mobile phone and commenting on a product, or even seeking an answer about a controversial action, makes brands more vulnerable”, says the director of Blood.

For Tcholla, technology brings it closer and reveals.“Using it with awareness, from production to post-event, reinforces the message and creates new forms of relationship with the public. In this way, it is possible to explore all the points of contact and their peculiarities to deepen the message, reinforcing the positive perception of the consumer, generating loyalty and even turning him into a promoter of the” brand, he says.

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 has to 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 prolong the engagement”, he points.

5. Create memorable experiences that generate spontaneous engagementMarking moments are those that arouse emotion and become shareable by the will of the public, not by imposition. For Tcholla, face-to-face events allow a sensory experience that no other marketing tool, which passes through screens, allows. 

“Knowing how to explore all these senses to reinforce a specific message or positioning is a huge challenge. A memorable experience does not have to be grandiose, but meaningful.When the company touches the real public, it becomes the biggest promoter of the” brand, he concludes.