Posts Tagged ‘consumer engagement’

What This Festival Season Taught Us About Engaging With Consumers

festivals-engagement

It’s official. Beyoncé reigned supreme this festival season with her flawless performance at Coachella – or rather, Beychella – back in April. But while she took the crown this year, there were also many standout festival performances from top brands. Tuning into a coveted group of people with TONS of purchasing power, brands were getting creative, getting inspired, and getting exposure with their festival marketing techniques. As festival season (sadly) draws to a close and the festi blues kick in, let’s look back at some of the most popular ways brands were sparking engagement this season.

But first, why should your brand bother with festivals?

Attracting a blend of fashionistas and hardcore fans, festivals offer a unique and unparalleled opportunity for brands to interact with their ideal demographic. With millennials, influencers, bloggers and celebs amongst the star-studded crowds, there’s no better platform to get your brand out there and get people talking.

How do you engage consumers?

Giveaways

Festivals are a feast for the senses. But with SO much going on, standing out from the crowd takes a little innovation. Brands tapped into attendees needs by offering freebies and giveaways with a festival theme. From body wipes, to festival beauty essentials, many were using freebies to entice and allure the crowds, spark initial conversation and garner astronomical engagement.

A hands-on approach

We strongly believe that everyone has a little creative flair. And it looks like top brands are feeling this way too. Many brands were opting for unique and exciting hands-on experiences to offer greater engagement with consumers – and their senses. One of the most common was art-centric experiential activations, and interactive art installations that required consumers to show off their creativity.

Teaming up

Brands often fall into the trap of having the same marketing technique every year, with the same old tent and the same old reliable freebies. However, in order to spark engagement, it’s important to mix it up. And this summer, brands were teaming up with brands that they wouldn’t normally associate with to form iconic collabs. Partnerships strengthen a brand and give audiences the opportunity to get to know them in a different context, and brands were coming up with inspired ways to join forces, much to the surprise and delight of festival goers.

By being inclusive but not intrusive

The best way to engage consumers is to provide quick experiences that are authentic for both the event and the brand. 90% of the time, people attend a festival for the music. They’re not there for a brand. So there’s a fine line between enhancing the consumer experience, and dominating it. The brands that consistently play an important role at a festival year after year are the ones that weave themselves into the fabric of the festival.

If you’re curious about how to spark engagement and get people to bond with your brand, please get in touch! Here at this is LESTER, we do brand experiences, and we do them exquisitely. Alternately, if you’ve encountered any phenomenal brands that left a meaningful mark this summer please connect with us on social media– we’d love to see what inspired and impressed you!

How to Optimize Your Events for Instagram

It’s hard to imagine a world without Instagram. But 8 years ago – before hashtags, filters and livestreams – if a guest shared a brand event socially it was an added bonus, and not a brand objective.

Oh, how times have changed! Instagram now has over 800 million monthly active users and boasts a brand engagement rate 10 times higher than Facebook. While we’re all about focusing on the here and now, we always create brand experiences with a long-term strategy in mind. We consider post-event social engagements and user-generated content throughout our creative process, and always deliver on spectacular props and installations. Here’s how you can tweak your own event to include those all-important #insta-worthy moments.

#1 Brand your environment

It’s important to include a few sensational design elements and Insta-focal points at your event so people can immediately identify it on social media. What’s great about these installations is that you have complete creative control, so go wild! For some quick inspiration, booth installations make for super-chic photo opportunities, and double up as luxurious and beautiful hang-out spots for your guests. Alternatively, much like Kanye West and Ralph Lauren, we think a statement flower wall is bloomin’ marvelous!

We wanted our iHeart Media Ultimate Pool Party to be instantly recognizable, so we created the ultimate Instagrammable 3-D step and repeat backdrop out of inflatable inner tubes. Combined with beautiful people, amazing world-renowned artists, and VIP parties, this event was every Instagrammers dream. Our installations and funky atmospheric set pieces were snapped and shared all over social media- just check out the pics for yourself!

#2 Make it personal

By including small personalized features throughout our events, you can indulge your guests selfie-obsessions whilst promoting your own brand- it’s genius, right? Even something as small as cute table-setting place cards or photo-booth print-outs will customize their experience and give them a tangible takeaway and a connection that lasts beyond the event.

#3 Ensure good lighting

You know those photos on Instagram that seem to glow, with soft lighting and stunning golden effects? They’re not a coincidence, and most of the time were taken just before sunset, at golden hour. Instagram users love to make the most of natural lighting, and if a picture is dark and grainy most people won’t even consider uploading it.

As Louis Kahn said, ‘a room is not a room without natural light’– and he knows what’s up! If you’re hosting a day event, leverage skylights and large windows to maximize your natural light. And for evening events, shine lights from above to optimize your space for photos.

#4 Be meticulous

One thing that is out of your control is that people will be snapping pics everywhere. Even if they don’t notice a stained tablecloth or dusty corner, you can be assured that people on social media certainly will. To combat this, we micromanage to the max and make sure every inch of your event space is looking flawless and “on brand”. We bring a meticulousness to every creative decision, to create spaces that are designed to be shared socially.

Here at this is LESTER, we’re more than just Insta-lovers. We understand how to optimize events for social media in a way that allows you to regain control over how your event is portrayed online. We thrive at the opportunity to create iconic props and outstanding décor. For custom-built installations, or for advice on how to give your event that je ne sais quoi glamour, you can slide into our DMs right here!

The Power of Pop-Up Stores

 

2017 was a strong year for pop-up stores. Kendrick Lamar was doing it. Kylie Jenner was doing it. And many other savvy individuals were taking their brands to the streets of America to tap into a new genre of consumer engagement. But that was last year. Since then, temporary pop-ups have become more popular than ever before. Hold onto your wigs, because the pop-up industry is now worth over $50 billion- yes, that’s with a b!!

From temporary in-store installations to stand alone kiosks, it’s safe to say that pop-ups are more than just a fad. And it’s easy to see why. They spark an open dialogue between your brand and your consumer, and transform retail transactions into engaging customer experiences. Despite being temporary in nature, here’s why they’re sticking around for good.

They create a buzz. Offline.

Ok, while camping out for 48 hours to secure the latest Yeezy’s may seem a little intense, there’s a reason people are willing to go to such extremes for new releases.

In one word? Exclusivity.

People like to feel like pioneers, setting the pace for new trends and technologies. And pop-up stores tap into this sense of urgency. Unlike online, where consumers can create and come back to a ‘wish list’ of items that tempt them for months, pop-ups offer no such luxury. Customers are well aware that items won’t be around forever, meaning they’re eager to purchase them right away.

Pop-ups are also an awesome way to get a little experimental. They serve as the perfect place to demo products, test out a new stream of revenue, and big up new releases. And with a few funky live demos and alluring free samples, they allow all of this while generating memorable, exciting engagements for your customer. 

What better way to sell yourself?

Consumers are hungry for tangible brand experiences in our digitally fragmented world- and who can blame them?! A pop-up store is the best way to show that you’re an interesting brand with a lil bit of spice. By sparking an open dialogue outside of the digital realm, you can disrupt the status-quo of the consumer-brand relationship.

The store front is a piece of marketing in itself. People will have walked past the spot you choose everyday, so what are you going to do to make them stop? Untraditional is completely in line with pop-up culture, so when you start designing, think creatively, think boldly, and think passionately.

They’re a safe venture

It may sound like music to your ears when we say that pop-up stores have very little financial risk (cue the celebrations!!). You only need to obtain a short-term lease for a month or two, and if you don’t quite get the results you were aiming for in that time, then it’s easy to move onto the next challenge.

With a bit of pre-planning, you can launch your store alongside a popular event or holiday that you know appeals to your target demographic.

We’ve seen pop-up stores in trailers, abandoned warehouses, or even al fresco on the streets of NYC. If you can’t nail down a single location – take inspiration from food trucks and go mobile! This will give you virtually unlimited flexibility to maximize your revenue and get your product out to as many people as possible.

So long as you deliver a unique and enticing pop-up experience, there’s very little that can go wrong. At this is LESTER, we’re a creative bunch that love the unlimited potential of the pop-up venue. Whether it’s a humble food truck or an industrial warehouse, we’ll get to work transforming blank canvases into pieces of art that pack a punch! We’d love to connect with you and show you what we’re all about – you can find all of our contact details here.

this is OUR CULTURE

The ‘this is LESTER’ team are artists first. Creativity is our lifeblood. We’re fueled by a cocktail of inspiration, imagination and audacity. We take time to understand your brand or client, the message and mission and find experiential ways to give that meaning and impact in the real world.

this is Dreaming

First and foremost, we’re a team of creatives that think in terms of what could be, not what has come before.

this is Doing

We’ve been in the business 15 years. We know what it takes to make an experience go off without a hitch. We sweat the small stuff and are pedantic when it comes to production.

this is Real

We show up to our work with all that we’ve got. We’re raw, real and brimming with passion for what we do and a commitment to honoring our creativity… and having fun a little fun as we go.

this is Connected

We don’t work in a vacuum. We get off on collaborating with top artists, originators and influencers to heighten the creative vision.

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