How can experiential marketing help indulgence food brands during the recession?

The recession seems like a rational issue affectingshoppers but there’s actually very emotional and irrational behaviour;

Nostalgia

Comfort eating

Creating a sense of abundance by buying more by choosing cheaper products

Wanting to project a thrifty and sensible image with their choices

Trying to regain control

So what’s happening?

It’s such an emotional arena because the recession causes all sorts of uncomfortable feelings;

Uncertainty -about their prospects and everyone else’s

Guilt -about having to deprive the family of things they want

Deprivation -having to deny yourself things you really want

Trying to avoid unpleasant realities

Distrust of brands and institutionswho’s out on the take? What’s a real deal? What’s value anymore?

Everything is under scrutiny.

culminating in:

It’s a point of personal connection between the brand and the consumer at a time when brands need to re-engage consumers

It’s rich and multidimensional so it can re-engage them on both rational and emotional levels

It’s a social experience making it personable, direct and memorable.

And most importantly in these

negative, distrustful days;

It brings brand values to life

It allows brands to give back

It’s real

Experiential marketing is a chance to show that you are worth staying in that basket ...

...not because they remember you from their childhood...

...or that you are cheap or comforting.

But because you are one of the good guys.

You are a good brand offering good products at a fair price.

Experiential comes in all different sizes

actual size

We can take brand experience right to point of purchase, with cut-through and added-value.Experiences at POP are a proven volume and value driver

We can drive purchase with experiences that offer a strong promotional call-to-action and mechanic like e-coupons, mobile vouchers

We can use experiential to collect data to create an effective RM strategy to drive the sales conversion

We can sell during experiences with pop-up retail via offline or on-line sales portals

And, because we know value and real worth

matter to you too we’d like to add that the right

experiential activity will pay back in monetary as

well as brand terms, offering opportunity for

revenue and amplification that returns extremely

well on the initial investment.

There’s an enormous range of activities that come under experiential and understanding your strategy and objectives is always our starting point.

Give us a problem your brand faces and we can tell you how experiential can work for you.