After two years of creative digital marketing and virtual events, in-person experiential marketing is back. And it has the potential to revitalize and transform your customer experience.
Bridget Hanrahan, Associate Director of Marketing Operations at Subaru of America, Inc, says experiential marketing helps Subaru connect with its customers on a more personal level.
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Subaru’s in-person marketing starts with understanding what customers value, both in their lives and what they want in a car. Subaru performs regular market research and customer surveys. Because it is a purpose-driven brand, the questions center around asking owners about changes in their lives, their passions and topics they care about. Those insights form the customer DNA and drive all CX efforts, including experiential marketing.
Hanrahan calls Subaru customers experience seekers who care more about collecting memories and possessions than possessions. Those customer insights help the brand create experiential marketing in places that resonate with potential customers, such as ski slopes and local events. Subaru is very involved in communities across the country and uses in-person events to not only showcase its cars but to show people the impact of its community initiatives.
Experiential marketing gives brands another way to create a strong customer experience and immerse customers in the brand. Hanrahan says the most successful in-person efforts are rooted in data to find the best places to connect with customers. Using experiential marketing to showcase the brand and its products builds strong connections that can lead to loyal and engaged customers.
And after living virtually for two years, customers are anxious to connect with brands in new ways. Now is the perfect time to re-evaluate your CX efforts and find ways to expand in-person experiential marketing.
Blake Morgan is the bestselling author of The Customer of the Future. Join the new Customer Experience Community here.