As the saying goes: “If you spoke to people the way advertising does, they’d punch you in the face.” Today, it is necessary to communicate with people like they’re people, not treat them as if they’re machines made up of consumer data. Even more important is to understand that consumers are in control of your brand. Brand success today is about interacting with your customers to address joint needs. Finding out the challenges your audience faces and making sure your business answers those needs with the products and services it develops is key.
Therefore, it makes sense to build participation or ‘co-creation engagement’ into events so you can collect relevant customer information that can be used to drive innovation within your business that solves real customer problems.
A double win
Events offer the perfect co-creation engagement platform, where customers can personalise their experience through being able to give feedback about their needs and challenges. This can significantly increase the return you get from your live marketing.
It is a double win because not only does co-creation lead to the development of relevant products and services that your customers want, but it also delivers your field research, as you gain a deep understanding of the customer’s state of mind and their decision-making process for purchasing your goods.