Smart brands are creating experiences that consumers are actually paying for!
While marketers are struggling to make their advertising impactful and not blocked, skipped or forgotten, some smart brands are weighing in on the desire of young consumers to participate in experiences.
“Today’s young consumers feel like they own enough already… It’s now experiences that people are short on, not items” says Andrew Oswald, an economics professor at the University of Warwick.
Consumers like to feel in control, they don’t want brands to try too hard for their attention. Be that brand that plays it cool, give them a great experience, let them want to be part of your world. And yes, they may even pay you for it.
The alcohol sector has had to think outside of the box, largely due to the legal restrictions surrounding advertising. But lets give credit where credit is due. They haven’t just been blindly creating sampling campaigns in areas of heavy footfall, giving out products for free and hoping someone will fall completely head over heels in love with it (this is not to say sampling is a bad idea, but free samples shouldn’t be the default position).
The alcohol sector is embracing a new approach for paid experiences. And if you want some great examples of how brands are creating experiences that have a transactional focus, here are just a few…