A few weeks ago, giant art installations popped up around European landmarks. Luxury brands like Loewe and Louis Vuitton went big and used eye-catching art displays for their marketing.
Beyond making passersby admire these unique spectacles, this strategy includes a carefully crafted message tailored to the target audience.
The association with Yayoi Kusama—a celebrated, quirky, and avant-garde artist popular with creativity-seeking young adults—hits it home for the exclusive image and the kind of consumers Louis Vuitton wants to attract.
Courtship marketing
People seek experience and connection while getting to know new brands they have a crush on. That’s why it’s a good idea to court your audience before you start getting out the engagement ring.
Woo them, show them your muscles and brains, and make them fall in love with your brand. This is where experiential marketing - not to be confused with event marketing or experience marketing - storytelling, and other tactics come in.
🤖The Gist by ChatGPT: Experiental marketing is all about creating a memorable, engaging, and enjoyable experience that leaves a lasting impression. It's like a blind date with a brand, but instead of awkward small talk and nervous laughs, you get to have a fun and interactive experience that builds connection in a meaningful way.
Build the emotional connection with your valentine first—and when they are primed to say the L-word—they’ll be thrilled to pay for that bottle of wine. Or that overpriced handbag.
Making loyal lovers
But your business doesn’t need the budget to partner with leading Japanese artists, like the show-off—Louis—over here, to create the same message.
Start a conversation with your content. Use interactive features on your website, nail your customer service, and personalize communications to start building a relationship.
When a brand connection is made right, the romance between you and your consumer grows to the point of irrational loyalty. The kind of loyalty that would make them feel guilty if they used another product.
You know what we are talking about. It’s why you wouldn’t consider buying a Samsung phone, no matter how good the features get.
TL;DR
Just like in romance, it pays to work on your customer relationship and care about them every day instead of striving for the quick fix of a one-night-sell.
About Susan Rov
Susan traded cocktails and lattes for words that move. As a copywriter on a mission to end boring, she brightens brands and makes an impact. Number 463 on the list of fiction readers left standing, you'll find Susan at sunrise—running, writing, and wondering how to change the world next. That drive led her to become a founding team member of BRIL.LA.