Brands require focused experiential marketing with strong proposition
By Bhawana Anand - September 25, 2020
In order to stand out in market, automobile brands and organised retail sector are expected to start spending on experiential marketing by Diwali festival
The Covid19 pandemic has impacted the business badly and changed the norms of marketing, especially experiential. All the events and activities have come to a halt. However, with the utmost need to target the masses with relevant contextual messaging, experiential marketing is expecting a revival which is quite evident with Dabur India’s three new back-to-back experiential campaigns.
Talking about the significance of the experiential branding, Rajesh Radhakrishnan, Chief Marketing Officer of Vritti Solutions, shared, “There is an utmost need for focused and interactive marketing practices, especially in the times of pandemic, for brands to stand out since brands don’t need any vanilla activities like van display or RAW, retail activity.”
Also, there is need for experiential solutions with strong propositions and ensured ROI due to cut down in marketing budgets. “There is an increased pressure on brand managers to ensure return on investment of each penny spent on the activity. Hence, the experiential marketing needs strong propositions having emotional quotient with a great PR value which can make brands stand out. Unlike earlier when between 50% and 60% of engagement and turnout was considered fine, now brand managers want it to be more than that,” added Rajesh.
Currently, brands offering discretional commodities are still spending on digital marketing with an aim to approach highly targeted segment. However, automobile and organised retail sector are expected to start spending on experiential marketing by Diwali festival.
But, the entire experiential experience has to be given contactless to ensure safety of the masses and promoters. “We have designed a complete contactless concept where we keep this aspect in the core of activities and get concepts approved by the brand. Otherwise, one mistake can backfire the entire activity,” according to Rajesh.
While the whole concept of experiential activity is about people congregation, the location factor has become equally important considering the pandemic. Rajesh explained that indeed, people have started traveling but only for work. Experiential marketing requires an audience congregation at bus stops, bus shelters, malls and other public places.
Rajesh said, “The audience’s participation clearly depends on the relevancy of the product for them and properly maintained protocols such as social distancing and sanitisation of products. For instance, various police personnel bought the Dabur Kaadha as now they feel the need for the better immunity.”
Talking about US market where the impact of pandemic is paramount, a research found out that even with the current restrictions, nearly a third (31%) of Americans have attended product demonstrations, one-in five have attended pop-up shops and 17% have gone to brand installations.