“What’s dangerous is not to evolve, not to invent, not to improve the customer experience.” – Jeff Bezos
As the name suggests, experience marketing is all about taking that face-to-face approach up a gear. By transforming common events into standout, memorable experiences, the goal is to create lasting impressions on consumers. In this way, people have an opportunity to get to know your brand in a less-salesy and more personal way. You’re not necessarily advertising the product or service itself — you’re letting consumers see and feel what their lives would be like while living in one of your homes or communities.
While consumers rely on their own touchscreen devices in their everyday lives, they’re not just ready to embrace interactive technology, it’s their normal. This adoption of tech has pushed demand for experiences that improve the purchasing journey - it’s a call to action for sellers to reimagine how they sell and face the shifting demand for personalised experiences. Experience marketing for property developers is here to stay.
If experience efforts aren’t already a big part of your brand’s marketing strategy, then they should be, and these benefits are the main reasons why:
Experience activations have the power to humanise your brand and connect more personally with your customers. Providing an interactive, engaging opportunity to get to know your brand and your property development, so they can easily imagine their lives being part of it.
One of marketing’s main goals is to educate consumers, and that only works if the consumer is engaged. Most people go out of their way to avoid strong sales pitches, yet most will also go out of their way for an engaging experience. Tie your sales journey to a fun experience and consumers are more likely to take away the right message.
Experience marketing creates buzzworthy, shareable moments, both for the audience to share on social media (never underestimate the power of user-generated content) and also for press and media buzz.
In this particular marketing niche, businesses aren’t bound by the exact meaning of the term either, what’s important here is to let your creative juices flow. For example, this interactive installation for L&Q at Barking Riverside can switch from being an interactive site plan for grown-ups to a giant interactive gaming screen for their bored-of-looking-at-houses children. Let’s face it, anything that helps parents keep their children entertained will always be remembered fondly.
Experience Marketing for Property Developers: How We Help
From these game packs, 3D virtual models and tailor-made interactive presentations to fully virtual marketing suites, we help organisations adapt to the ever-evolving needs of their customers. We’d love to talk to you about it: sales@quintessenceltd.co.uk