Brand Experience
A Brand is the personality and values that identifies a product, service or company and how it relates to key communities of customers, staff, partners and investors. Psychological aspects of the brand like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, etc, are considered key elements to its success.
A Brand Experience is any event, occasion or communication that connects a brand with a target audience. The ‘event’ invites the audience to engage with the brand, and is ideally wrapped around/part of an overall marketing campaign.
The Customer Experience
Over 100 years ago, Harry Gordon Selfridge, founder of the luxury store that bears his name, stated “the customer is always right”. Now, many years later, brands are starting to make the link between the customer experience and the bottom line.
Getting underneath the skin of your customers is vital in understanding how and where your brand fits in. Many organisations are still in the early stages of identifying how to put the customer at the centre of the organisation. Being able to present and showcase your brand gives you the opportunity to demonstrate how it can meet/exceed customers needs and expectations by being ‘immersed’ in the whole experience.
In this digital age for many companies the website is the only window to their brand. Now more than ever, engaging with customers physically enhances the experience and encourages an emotional attachment.
Following recent industry research by Marketing Week, the forecast for 2012 is that 59.2% of companies are looking to either increase or keep the same budget commitments as 2011 for Live Events. This places the category in third place behind website and email communications as companies plan to spend on average a healthy 13% of their marketing budgets on Live Events/Trade Shows.
The Employee Experience
Exactly the same principles are applied to engaging employees. By ensuring a physical connection, it is easier to understand, believe and buy-into their company’s brand and its values, thereby becoming and continuing to be loyal advocates.
The Vivid Event Group work with you and your internal teams/agencies to deliver your customer insight and learnings through customer-centric live events such as conferences, parties, road-shows, hospitality, exhibitions...
We have a wealth of knowledge and experience, having been established for over 10 years. Each individual Brand Experience is a bespoke event and will therefore require tailored delivery. This can only be achieved by:
Creativity - a great idea, not just any idea
Experience - putting it on, not pulling it off
Relationships - designing relationships, not just building them
Technology - forward doing, not just forward thinking
