Designing Memorable Live Experiences
Experiences and memories are made through physical connections with one another, and for brands it’s increasingly becoming a necessary element of the marketing mix. The presence of consumers in live event settings often enables emotional responses and more lasting bonds with brands. Few brands understand this better than Red Bull that has spent decades building a reputation for creating highly emotive and engaging events across sports, music, and culture.
A common challenge brands and marketers face in the events and hospitality sector is the need to create lasting relationships with consumers. “For all the growth of the online world, physical experiences are what stimulate and allow people to feel fulfilled,” says Chris Preston, Managing Director, Freeman EMEA.
With brand interactions being much more fleeting, due to the myriad of choices consumers now possess, marketers need to ensure that messaging, as well as their brand experience as a whole, is engaging, timely and, above all, relevant and meaningful. This is where live brand experience excels.
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