Give the
consumer a new way of shopping with customer interface, strong consumer
engagement, a wonderful ambiance personal touch, feeling and experiencing the
product at the point of purchase and taking back with them a memorable shopping
experience. To make this work you need to plan your brand attributes carefully
and ensure that the brand promise is delivered at every touch points.
Brand Experience: One
need to structure the brand experience which will deliver the brand promise
through some unique experience. For example if it’s a multiplex brand then you
will have to offer push back seats that is comfortable, Dolby system to deliver
tantalizing audio sound .quality beaming with great picture clarity. And of
course a great ambience with great food courts.
Brand Engagement: Use the best use of technology to make your engagement very interactive.
Install technology like touch screens or kiosks to engage with the audience. If
it’s a multiplex then you set up a quick
preview of the next coming moving on the touch screen for a short duration. This
is what will delight a customer to stay tuned with the brand.
Brand Connect: Make sure the essence of the brand is
captured through firsthand experience. For example if you are marketing
Disneyland by setting up a stall in a tourism exhibition, your focus should be
to capture the essence of the brand that is fun and entertainment. Highlight
the memorable rides to connect with the brand to bring the potential tourists
come closer to the brand. As all of us know that Disneyland is all about rides.
Brand identity: Maintain your brand identity to maintain the
engagement and connection with the brand. Your theme should connect with the
brand values and its identity so that there is consistency in your
communication when the customer experiences the brand.
