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Changing consumer attitudes
Live brand experiences are now recognised as one of the most powerful ways to change consumer attitudes and behaviour. But all too often, they simply promote one brand, when a “multi-brand experience” across a brand portfolio could deliver significantly better results and value.
Several brands, single experience
Multi-brand activations promote several brands under a single experience. They give consumers greater choice and enable brand owners to talk more efficiently to large, targeted audiences. S&N’s “Biggest Round”, for example, will offer 1.2m consumers the chance to try one of eleven different beers and ciders this summer via a single, engaging face-to-face encounter.
And the benefits are…
The commercial argument for this type of activity is strong – businesses can connect with a broader cross-section of the audience, achieve a lower cost per contact, reduce wastage and deliver higher conversion rates. What’s more, since multi-brand experiences are relevant to more consumers, they are much more cost effective when targeting specific audiences at specific times. More emphasis can be placed on the ‘engagement moment’, with brand ambassadors talking with, rather than at, consumers to deliver individual brand recommendations based on people’s personal taste or style preferences.
Not every brand portfolio is suited to multi-brand promotion. But those that are could find this approach takes their experiential marketing strategy to the next level.
Joss Davidge, Marketing Director – BEcause Experiential Marketing
