face2face Marketing enterprise in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, face2face Marketing enterprise in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

face2face Marketing enterprise in pune

A Retailer’s Guide to Creating a Hit Pop-Up Shop in 2018

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In today’s competitive retail environment, pop-up shops are all the rage, granting shoppers an inside look at their favorite products and the chance to forge deeper brand relationships through unique experiences. From fragrance labs to art installations, pop-up shops — i.e., short-term sales and experiential spaces that serve as real-world brand activations — have already seen massive success and show no signs of slowing down. In a sea of competition, pop-up shops are a great way for retailers to cut through the noise and drive brand consideration, especially around a popular event or during the holiday shopping season. Here are key considerations for retailers interested in elevating their brand through a pop-up shop.

Know Your Goals

Whether you specialize in shoes or consumer tech, pop-ups can help your brand reach a wide range of goals, from testing different markets to showcasing a new line of products. However, while retailers can draw inspiration from other pop-ups, they must approach their own experiences with specific objectives for their company in mind. After all, the goals for brick-and-mortar retailers are different than those for e-commerce retailers.

Ultimately, brick-and-mortar retailers should generate pop-ups that spur an overall increase in store traffic. A thoughtfully designed and immersive experience will foster brand awareness, encouraging consumers to visit established store locations in the future. At the same time, brick-and-mortar retailers should seize the opportunity to increase digital sales. Try offering visitors an exclusive coupon they can redeem online. This not only drives digital engagement, but also serves as a great way reward for pop-up shoppers. An overwhelming 75 percent of consumers want to be rewarded for their everyday behaviors, not just when they purchase. Therefore, incorporating ways to reward them beyond the pop-up experience is key.

E-commerce brands, on the other hand, should make their product the star of the show, as consumers rarely get to interact with goods in real life prior to purchasing. Take lifestyle brand FabFitFun, for example. The subscription box retailer built a physical pop-up where consumers were able to curate their own box and, in turn, experience the product in a more impactful way.

Know Your Audience

No matter what your pop-up experience, boosting ongoing loyalty should remain a priority. Successful pop-ups bolster long-term connections to brands.

Consider drawing customers in with a sneak peek at an upcoming product line, or host an invitation on your brand’s app to open another engagement channel with consumers. Additionally, think of any partnerships you can leverage to enhance the pop-up experience for your shoppers. For brands, partnerships provide an opportunity to cut costs. For consumers, smart partnerships, like Microsoft and Taco Bell’s one-of-a-kind arcade, elevate the pop-up experience by generating a special event that can’t be had anywhere else.

Incorporate Cutting-Edge Technology

Pop-ups also allow retailers to highlight their digital capabilities or experiment with technologies that aren’t yet ready to be implemented across locations. Bringing emerging technology such as instant checkout, augmented reality and smart mirrors to life through a pop-up shop re-energizes and often personalizes the retail experience. Furthermore, it’s a great way to convey your company’s vision of the future.

J.C. Penney recently experimented with virtual reality to extend its two-day, luxury holiday pop-up shop and reach a wider audience. Though the physical store was temporary, J.C. Penney created an online replica that gave consumers everywhere the chance to continue browsing the actual pop-up from their laptops. Beyond adding a digital component to the experience, this virtual reality shop also gave J.C. Penney the ability to track site visits and easily gauge the success of the pop-up.

Personalize the Experience

Finally, retailers shouldn’t be afraid to think outside the box when devising immersive experiences. For instance, Yankee Candle opened a holiday pop-up shop in New York City centered on the five senses. Powered by the idea of experiential shopping, this pop-up gave consumers the ability to create and personalize their own candles, sample smells, test their fragrance knowledge, and purchase exclusive limited-edition NYC-themed candles.

Perhaps clothing brands can invite consumers to customize their jeans with iron-on patches that are branded or relevant to your pop-up’s theme. Or maybe your pop-up features Polaroid pictures branded with your company logo or hashtag. Don’t steer away from the latest craze. Instead, figure out what consumers are buzzing about and embrace these fads to make your pop-up current.

What Makes a Hit Pop Up Shop

No idea is too big when it comes to creating a fresh pop-up shop that drives excitement among consumers. When planning, set tailored goals and identify strategic ways to build brand loyalty. And when it comes to the experience on-site, go digital and make the event a personalized one that visitors won’t soon forget.

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