With rich consumer data now more accessible than ever, personalisation has shifted to the forefront of marketing and continues to dominate the trend reports for 2019. Nowadays online personalisation means much more than your first name in an email. It includes understanding the likes, dislikes and buying behaviours of customers to serve up the right information at the right time, and in the right place.
Data has enabled marketers to build rich consumer profiles and use this for effective targeting. And it works. Consumers say that they are more likely to purchase and stay loyal to a brand if they can cater to their personalities, moods and needs. Personalisation builds a friendship between organisations and consumers, based on nurture and trust.
Personalisation in the offline world isn’t anything new. Creating meaningful one-to-one experiences between brands and consumers has been the cornerstone of experiential marketing since the beginning of its existence. What has changed is our ability to measure the impact of those personalised experiences beyond reach or qualitative data.
Experiential marketing’s effectiveness is in part derived from creating an emotional connection between a brand and the consumer. Effectively creating that connection requires more than just a cool pop up. It needs engaging brand ambassadors to build a rapport and open the conversation between brand and consumer. Add personalisation into the mix and the consumer feels invested in the experience. Even more exciting, they feel open to hearing more from the brand, beyond the live experience. The clincher? They feel compelled to share their experience with their friends, co-workers and social media network.
Take Social Playground’s recent activation with Lexus at Spring Racing for example. With our 360-degree selfie video technology, we created unique branded video content for each consumer, ready to share to social media. Consumer data was captured through the activation and a post-event email generated a 45 per cent open rate and 15 per cent click through. A meaningful brand experience not only built awareness but it opened a dialogue that the consumer was receptive to. Plus the social media reach exceeded 180,000 online consumers.
Taking personalisation one-step further, Social Playground recently teamed up with Maake Agency and Treasury Wines to deliver a personalised experience at the customer’s point of purchase.
In select Dan Murphy’s stores, Social Playground represented Treasury Wines 19 Crimes to increase brand awareness and directly impact purchase. Each consumer was engaged in a one on one conversation with our ambassadors about 19 Crimes. But beyond just being offered a sample, consumers were invited to capture a photo that replicated the 19 Crimes bottle label. Each photo was printed and applied to the bottle instantly. The outcome? A completely personalised bottle of wine and a truly memorable brand experience.
Experiential marketing not only opens the doors to a personalised and one on one experience with consumers but also enables us to gather rich consumer data that allows marketers to further personalise the consumer journey.
Qualitative feedback about a product or brand and gathering survey data through easily administered data collection initiatives that are built into events are just a couple of the creative ways to collect customer data. Then, armed with this knowledge, together with the consumer profiles that you can build through online behaviour, you can continue to personalise the experience post-event or post-campaign to build trust and an ongoing relationship and brand affinity.
As the consumer journey continues to build in importance and is expected to carry more weight than price and product by 2020, creating personalised experiences and delivering them to consumers at the right place and the right time will be more crucial than ever.