Brand success isn’t just about price, performance and service. Brands must also create meaningful relationships with their customers.
I recently attended the 2016 Experiential Marketing Summit in Denver, CO, where Peter McGuinness, CMO of Chobani, spoke about this concept. He has watched countless customers sample the yogurt at promotional events across the country. He said, “I can’t capture the essence of that experience in a TV spot. I just can’t.”
He couldn’t be more spot-on.
Chobani is going beyond the traditional 30-second TV commercial by seeking out the customer and allowing him or her to sample the product. His brand is cultivating (see what I did there?) a relationship through experience. They’re creating memories that the consumer will want to repeat over and over.
Experiential marketers can create, nurture, and grow these relationships.
Because of the personal and often emotional nature of these experiences, these events will stick with consumers and keep them loyal to our brands, down to the last spoonful.