Touchpoints matter: Crafting memorable moments in experiential marketing
On the weekend I attended Derby day at Flemington and it was an unforgettable experience. As a marketer it is hard not to be impressed by the perfectly showcased blend of excitement, elegance, and impeccable organisation that goes into events like these.
From the moment we entered Flemington I was struck by how every touchpoint around the racetrack was executed to perfection making the day special for all attendees such as the smartly dressed and polite attendants directing the attendees to their designated areas.
The marquee where we spent part of our afternoon was a highlight, featuring fantastic customer service, stations designed for capturing the perfect social media photo, stunning views of the racetrack and a delightful array of food. Each element contributed to a cohesive experience that emphasised the power of touchpoints in experiential marketing.
The importance of touchpoints: Touchpoints are a crucial element of experiential marketing, as each interaction between a customer and the brand shapes the customer’s perception and overall experience. When event organisers effectively target their audience through these touchpoints, they create an environment in which guests feel both engaged and valued. This approach not only fosters brand loyalty but also encourages attendees to become brand advocates, further amplifying the reach and impact of the marketing efforts.
Touchpoints that made a difference: Every interaction we had throughout the day reinforced the significance of touchpoints in creating a memorable experience. Here are a few key examples:
Welcoming Staff: The friendly staff greeted us warmly when we entered the races, setting a positive tone for the day and making us feel valued from the very start. Their genuine hospitality created an inviting atmosphere that enhanced our overall experience.
Quality Service: Throughout our time in the marquee, waitstaff ensured our glasses were never empty and creatively presented drinks alongside exquisite dishes that delighted our senses. This attention to detail not only satisfied our culinary desires but also reinforced the brand's commitment to exceptional service.
Engaging Entertainment: Live music and various events within the marquee and around the racetrack added layers of enjoyment that kept us engaged between races. These interactive elements entertained us and encouraged social sharing, providing positive brand exposure as guests captured and posted their experiences online.
Reflecting on our experience, it’s clear that each moment contributed to an overarching narrative that transformed Derby Day from merely an event into a great memory.
The impact of touchpoints: In experiential marketing, touchpoints are crucial for shaping customer journeys. As noted by experts, “The better the experience in these moments, the more likely you’ll be able to influence the customer.” This sentiment resonated during our day at Flemington; every carefully curated detail enhanced our enjoyment and connection to the event.
A memorable statistic: To underscore just how impactful such experiences can be, consider this: events that effectively manage touchpoints can increase customer satisfaction by up to 30%. This statistic highlights how vital it is for brands to focus on these interactions to foster loyalty and create lasting impressions.
Our day at Derby Day was a testament to how well-executed touchpoints can elevate an event from ordinary to extraordinary. The combination of attentive service, engaging entertainment and stunning surroundings made for an unforgettable experience that I will remember for years to come. For marketers looking to create impactful experiential activations, focusing on every touchpoint is essential for crafting memorable customer journeys that resonate long after the event has ended.
If you need help with planning your next experiential marketing activation or event book a call.