Nurture BRAND ALLEGIANCE, ENCOURAGE BRAND ADVOCACY
Study your Audience, Understand Their Psychographics, Find out How they Create, Communicate and Deliberate
Create a Human Connection between your Audience and your Brand
Create a Human Connection between your Audience and your Brand
"YOUR BRAND IS NOT CREATED. THEY ARE CO-CREATED"
START CREATING AND SHARING BRAND EXPERIENCES AND FOCUS ON
GAINING BRAND PROMINENCE BEFORE YOU START EXHIBITING
AT TRADE SHOWS
3 SECONDS IS ALL YOU HAVE TO MAKE A CONNECTION ON THE
TRADE SHOW FLOOR — KNOW ZMOT AND FMOT
Google introduced what it called the Zero Moment of Truth (ZMOT) a pre-purchase phase in which customers curiously search for and process more information. It precedes the first interaction with a brand, or what it calls the First Moment of Truth (FMOT). Google research shows that searching online and talking to friends and family are the top two sources of ZMOT.
Before you exhibit at trade shows and events take stock of your ZMOT.
With technology touching the online and offline physical space, making it possible for the ultimate online-offline convergence — contemplate on how to get connected with your connected customers.
YOUR EVENT PRESENCE MIGHT BE THE FIRST MOMENT OF TRUTH THAT
YOUR ATTENDEE ENCOUNTERS WITH YOUR BRAND
DESIGN YOUR EXHIBIT TO IMPRESS UPON THE MASSES
ON AN IRRATIONAL LEVEL
With the 4th Industrial Revolution, upon us, human-centric marketing is the key to building brand attraction, as brands with a human character will be the most differentiated. The process starts with unlocking your customers' deepest anxieties and desires. It requires keen listening and in-depth research into what is known as digital anthropology. Once, the human needs of your customers has been uncovered, it is time for your to sculpt your brand with human attributes that can attract new customers and motivate your audience to indulge in brand inquiry and of course, focusing on building human-to-human connections.
Trade Shows and events are built on the psychology of social commerce. Social psychology is the branch of psychology that deals with understanding individual behavior in a social context. Therefore, it is a study of "human behavior as influenced by other people and the social context in which this occurs." Based, on the work of Robert Cialdini, there are Six Principles of Influence that consumers use to make decisions.
It is the understanding of the above 6 attributes of social commerce that expedites the development of a human centric-brand that gets it's head start with the understanding of Digital Anthropology — the connection between humanity and digital technology.
Trade Shows and events are built on the psychology of social commerce. Social psychology is the branch of psychology that deals with understanding individual behavior in a social context. Therefore, it is a study of "human behavior as influenced by other people and the social context in which this occurs." Based, on the work of Robert Cialdini, there are Six Principles of Influence that consumers use to make decisions.
It is the understanding of the above 6 attributes of social commerce that expedites the development of a human centric-brand that gets it's head start with the understanding of Digital Anthropology — the connection between humanity and digital technology.
1. SOCIAL PROOF — CROWD LOVES CROWD When your connected customers find themselves in an space of indecision, social proof kicks in to see what other are doing or have done. As a brand, it is imperative that you start sponsoring and or exhibiting at industry event, have the CEOs and the stake holders partake in the growth of the knowledge of your industry and make every effort to socialize your brand |
2. AUTHORITY — EARN POSITION OF INFLUENCE Humans in the era of social commerce who have invested their time, resources and activity in achieving a position of influence are rewarded with a community of loyalists who place their trust in their recommendations. Brands that have invested their exhibiting opportunity wisely have indeed benefited from their position of authority. |
3. SCARCITY — GREATER VALUE IS ASSIGNED TO RESOURCES THAT ARE PERCEIVED TO BE LESS AVAILABLE. Your connected customers like to be part of a small elite group who gets to have special selection of the brand products that are made available during special product promotions at events and shows. Hence, show special only is a very popular brand building modus operandi. |
DESIGN INTENTIONAL EXPERIENCES THAT CATER TO
THE SIX ATTRIBUTES OF SOCIAL COMMERCE
4. LIKING — BUILD BOND AND TRANSMUTE TRUST Humans have a natural desire to hang out in their own tribe — brands need to build tribes and facilitate environments where the customers can talk to each other. In a trade venue, think bringing together people outside the show hall. |
5. CONSISTENCY — THE CORE OF PSYCHOLOGICAL COMFORT To sway your audience from their seated belief system, brands need to be consistent in their stature — rather than taking risks, your audience would rather stay safe and consistent with beliefs or past behavior. |
6. RECIPROCITY — PAY IT FORWARD The greatest asset of humanity is benevolence. Invest time and effort in genuinely helping your audience. Generous brands are bound to earn something greater than commerce. They will earn "repository of reciprocity." |