It may be a very long time before brands can engage in traditional experiential marketing through mass sampling in public spaces or events. As they look for new ways to connect with consumers in a post-COVID society, established businesses offer a relevant, meaningful and effective way to reach people.
We humans will always seek interaction, and following a period of enforced isolation, we are craving those real-world experiences more than ever. After seemingly endless weeks of Zoom meetings, avoiding contact with other people, and homeschooling our kids, getting outside and physically connecting with the world and people around us comes as a welcome relief.
Experiential has always been uniquely positioned to create meaningful real-life engagement between brands and consumers. But many of the experiential mainstays, like large events, are now off the table as people avoid busy public spaces and mass gatherings.
Instead, people will be looking to reconnect with their communities and support local businesses. And where the people go, you can be sure the brands will follow.
In post-COVID society, we will see a rise in brands looking to smaller, community-based events, activities and businesses as a powerful way to build those consumer relationships. Where we used to see street corner sampling, and shared sensory experiences, we’ll now see a rise in hyper-targeted and localised micro activations.
Consumers will enjoy discovering new brands and products through the trusted environments of their community businesses. Think locally-made chocolate samples shared through your neighbourhood cafe, or a beauty brand collaborating with boutique retailers to deliver intimate in-store experiences.
We know that many local businesses have been hit hard by the COVID-19 pandemic. Some have been able to adjust their model and continue operating during lockdown, but for many there have been months of closed doors and lost revenue.
But, there is light at the end of the tunnel. As the world prepares to reopen, now is the time to look for new opportunities and to reconsider how you can take advantage of the unique, intimate and highly engaging relationship you have with your customers.
Perhaps you're a gym connecting with wellness warriors through online streamed workouts, or socially distanced classes. Maybe you're a co-working space now able to carefully re-open your doors to freelancers and entrepreneurs. Or perhaps you're a local butcher, florist or specialty food store. No matter what type of business you run, clever brand partnerships could help you earn extra revenue simply by maximising your most valuable asset: highly engaged and loyal customers.
If you are already an activation partner on Brandcrush, now is the time to make sure your space listings are up to date and ready to accept bookings from brands. If you have a strong following on social media or through email lists, you can also add "Amplification" to your offering and help brands reach your consumers online, too. Login to your account now.
If you haven't yet signed up to Brandcrush, now is the time to make it happen. Sign up here or talk to one of our team to discover the best way to list and promote your opportunities.
Photo by Artem Beliaikin on Unsplash