Experiential marketing, captured in print

At a time when customers are bombarded with a plethora of advertising and offers, building brand experiences has become a key marketing strategy. According to McKinsey research, up to 70% of purchase decisions are based on how customers feel about a brand. The experiences and emotions a brand evokes have a huge impact on customer loyalty and engagement. How do you support brand experience building?

The advantage of experiential marketing

Experiential marketing is an approach where brands focus on creating unique and valuable customer experiences. Customers no longer just buy a product, but interact with the brand’s story and values. According to research by Deloitte, up to 60% of consumers recognise that the experience and emotion a brand evokes is a key factor in their purchasing decisions.

An experience-building strategy is a foundation on which you should base your promotional activities. Positive brand associations foster long-term relationships and trust. Thanks to prints, these can be preserved for longer. Personalised T-shirts or caps from an unforgettable event, gadgets given as gifts or festival bags all greatly enhance and prolong experience-based marketing activities. 

Customer relationship – the key to success

Building a brand experience is a process in which knowledge about a product or service is combined with a message about the company’s values. It is not just about selling, but about creating relationships. Research by McKinsey confirms that brands creating consistent, authentic experiences can increase their revenue by up to 20%. Building experiences is a process where authenticity, personalisation and customer value come together to create relationships based on trust and loyalty. 

According to a Salesforce report, up to 84% of customers believe that their experience is as important as the product or service itself. With data, you can get to know your audience better and therefore create messages that will reach them most effectively. By analysing marketing data, agencies can gain a better understanding of their target audience, tailor their communications and create offers that perfectly match current customer needs. 

One example is Starbucks’ loyalty programme. The brand collects information on customer preferences – from orders of favourite drinks to toppings and coffee shop locations. Customers receive points and personalised notifications, including about free drinks on birthdays, double points on selected days and new flavours to try. This not only encourages the discovery of new flavours, but also makes each visit a tailored experience for that particular audience. It’s all wrapped up with consistent prints and visual identity, with specific audience names and stories woven in. This integrated approach to data and customer experience contributes to global brand success.

Build experiences and capture them in print

Building a strong brand requires not only offering quality products and services, but also creating authentic and personalised customer experiences. One of the most effective tools to achieve this is the use of personalised print.

Personalisation, aesthetics and content based on brand values have the power to evoke emotions and create lasting impressions. When building a brand experience, it is worth integrating activities across different channels, both online and offline. Tailored advertising print plays a very important role in all of this. Not only do prints create a consistent brand image, but they are also a tangible culmination of activities and a souvenir that will sustain a positive audience experience.

The role of advertising prints in experiential marketing

• Acting on the senses. Advertising prints engage the senses of sight and touch to create well-remembered impressions. What we can see and feel is definitely more memorable. If you want your customers to remember a concert, event or meeting for longer, it is worth commemorating it on promotional gadgets. A commemorative cap, bag or gadget will make the event and your brand stick with your customers for longer.
• Personalisation. Advertising prints allow you to personalise your message perfectly. Special product ranges, garments with personalised print or bags from this year’s festival all help to build a deeper connection with your audience. Thanks to advanced printing technologies, it is easier than ever to create series tailored to a specific audience.
• Visual storytelling. Advertising prints have the potential to tell visual stories. Through the use of appropriate graphics and creative design, a brand’s mission, values and emotions can be conveyed in an impactful, essential form.
• Prints that are memorable. Thanks to their material nature, advertising prints are far less ephemeral than digital messages. Intriguing designs, embossed multicoloured patterns, can be with customers every day, gradually becoming memorable and building positive brand associations.

Our experience has been confirmed by research conducted by Epsilon, showing that up to 80% of customers are more likely to buy from a brand that offers a personalised experience. We know how important quality promotional gadgets and prints are in building audience experiences. That is why for years we have been specialising in personalising products through sublimation printing, thermal transfer and computer embroidery. We know how to use them to tell stories and create impressions that have enormous power. With personalised prints, brands can tailor their product range to suit their current needs, creating memorable experiences immortalised in print.