The Value of a Live Brand Experience. A live brand experience has the ability to provide value for all involved. For consumers, it fulfills a universal human desire for a unique experience. After all, more and more people are choosing to buy experiences over products. Experiences tend to make people happier for a longer period than a physical purchase. Experiences also leave lasting memories and result in greater bonds with those who share in them.

At the same time, it allows consumers to see a brand for who it is – its authentic self, which Inc. Magazine reports is of high importance. “Almost 94 percent of all consumers are more likely to be loyal to a brand when it commits to full transparency.” For brands, loyal consumers can mean sales and free word-of-mouth marketing for even more revenue and longevity.

Plus, the face-to-face aspect of a live brand experience enables two-way conversation, when other forms of marketing can’t. This gives brands great opportunity to get to know their consumers on a deeper level for strategic insight. In fact, a study finds nearly 60% of brands value experiences for their “ability to create ongoing relationships with key audiences.” And, over two-thirds find a brand experience effective in achieving their goals. Yet, this can only be true for experiences executed with the right elements and the right amount of skill.

The Most Important Element of Live Brand Experiences

There are several elements that make up the best brand experiences. These include the details of your experiential marketing activation, whether you’ll host a product demonstration, contest or giveaway, for example. And, these plans should be in line with your goal – the foundation of any marketing campaign. But, there’s one aspect that ultimately drives your success. That is your event staff.

Who you choose to execute your live brand experience can make or break your effort. These are the people who personify your brand, giving it a voice and embodying its style and values. They’ll share your key messages and your story with consumers and encourage them to share back. And, this takes skill, especially when you’d also like to capture their contact information, preferences or other feedback. Your best event staff not only enable value for your consumers. In the end, they affect the level of value your brand is able to get out of your marketing event.

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