Do you know the difference between a renowned brand and an anonymous brand? Yes, the quality of their services and products is a dividing line. Although those things only exist because these brands know the art of marketing, they know how to market themselves.
But, in this age of innovation, knowing the art of marketing isn’t everything. It’s more about experiential marketing nowadays. Something like Below-the-line or BTL activities can captivate the audiences with its activities, from interesting contests to experimental events. BTL advertising is cost-effective and delivers the desired results as it brings the brands closer to their target audiences, leaves a personal impression, and makes them aware of the brand.
This makes the pathway for the brand’s sensational success through its threads of personalisation and customisation. This also makes it essential for even the retail consulting services to be updated with the existing and upcoming trends of BTL advertising.
OOH and DOOH to gain momentum
The advertisement industry saw the awakening of a new format of OOH content, which has been happily accepted by customers worldwide.
OOH is one of the oldest ways of advertising which saw a disruption during the onset of the pandemic. But now it’s returning its name with a revival that’s in proportion to satisfy people’s hunger for uniqueness. It is thriving in full force with a 29.3% increase since 2020 from up to £699m in the UK market.
Whereas DOOH ads which are comparatively new, on the other hand, are supposed to get an increase of 43.7%.
Brands like d’strict and Gap have already entered in this game. In order to promote its electric Qashai, Nissan also launched a ‘3D spectacle’. Which was basically a six-meter 3D cube with four sides, where a car could be seen smashing the screen every 15 minutes.
This method is a visual form of storytelling, which is why it tends to flow peacefully with the multitasking nature of our lives. These 3D projections can easily captivate the target audience and have become a preferred way of entertainment and engagement.
The selling point of the OOH and DOOH ads is their versatility and the ability to engage the viewers with a distinguishable format. With the right direction and careful crafting, brands can effectively tell their stories.
This type of strategy evokes the emotion of curiosity and drives the intent to buy the product. Which is favorable for the brand. That’s why many also favor this marketing strategy.
Phygital activations to pick up the pace
After the pandemic, things have changed along with the expectations of people. That’s why brands came up with hybrid experiences that were new to the customers yet known. The phygital experience is the seamless integration of digital inside physical.
As people feel more connected to the brands via this method, it transforms into a sensory experience. They feel included through this method. Plus, it’s about time that digital and physical domains blend in to provide a more defined experience.
Brands have started offering audiences a place to experience their products that exist in both the physical and digital worlds. Like Hendrick’s Gin collaborated with Quantum and created a Facebook chatbot that delivered free Hendrick samples at premium venues.
Even Milan fashion week in 2022, to give a glimpse of their creative director’s debut collection, Matthieu Blazy launched its first app. The best part was that the users had to face their phones toward the green screen, and the collection’s footage was played along with the brand’s logo.
These kinds of activations include in-store experience, which later provokes online shopping. This approach helps the brands drive more traffic and conversions, educating them and providing them with more options.
Rewarding programs/campaigns for existing customers
One thing that matters the most for any individual is recognition. The same goes for the already existing consumers of a brand; they also want to be recognized. That’s why the brands have come up with loyalty rewards.
Now, the thing is, it’s not only beneficial for the customers but also the brands as they come up with offers that lead the customers back to the stores.
Brands like Myntra offer points for the money people spend, and they can use those points to lower the prices of products when they shop the next time. And these points also have an expiry date, and people usually shop again to redeem them because they have to utilize every bit of their penny.
Other examples like offering tangible rewards and emotional rewards along with log-in points have also become a part of this picture.
PacSun rewards their customers for opening the brand’s emails too. This approach attracts attention and results in continuous engagement, which is profitable for the brand.
Personalizing with AR
AR is as old as the name sounds, but this market has just started to bloom in the mainstream. And the brands are starting to tap into their integrating potential and incorporate the technology in their apps and e-commerce sites to redefine their customer experience.
A world where people are more inclined towards rawness, authenticity, and unfiltered moments. AR has captured the attention of the masses. This kind of experience has higher conversion rates of about 94%, and around 41% of people are more expected to consider the product.
It has become popular because it can make things more accessible and efficient for customers. For example, FLINCH, a Ukraine-based clothing brand, created seven digital clothes in partnership with FFFACE.ME. These garments were available in IRL (an abbreviation for the term ‘in real life’) and the digital world. And consumers could unlock many products with just one IRL purchase, which was a big hit among the customers.
Many companies like Walmart and Amazon are in this game, so it’s about time other brands also start their journey to enchant their customers via AR.
Optimizing for Omni Channel Experience
People these days crave personalization and experiences that stand out. And brands have caught its smell, empowering their service strategies. They are implementing new strategies to deliver a better, more innovative in-store experience.
The pandemic has raised the bar of people’s expectations. Moreover, who doesn’t like a friendly and lively environment in a store? This kind of environment makes them feel empathized and relaxes them.
Untuckit, an apparel brand, groomed its staff to use tools like customer chat and live streams, resulting in 88% of conversion rates in only 24 hours.
A partnership between Credo Beauty, a California-based beauty brand, and Hero has helped online shoppers to find the products through live chat, video, and text. The brand’s beauty experts help the shopper be aware of their products and provide one-on-one sessions for their top clients via Instagram video chat.
The statistics speak for themselves, and through this proven methodology, it’s clear that it can increase any brand’s conversion rates.
On a final note
In this continuously evolving world, these are some symphonies of trends that seem to be finely tuned with BTL advertising services for the innovation and development of the industry. As we enter into a more defined day, the possibilities of the industry crossing over the new heights increases. But it’s not the time to be in awe with these new inventions, instead to flow like the water and pass through all those pebbles and stones. Focus on gaining the knowledge about those trends, tailor them into your marketing strategies and compose your own tune of success. We sincerely hope to see these trends and your brand soar in the future!