As technology advanced more and more over the years, the idea of dehumanization also appeared more frequently around. Even Hollywood movies have addressed this issue in numerous motion pictures, from the old A Clockwork Orange and Robocop to the newer Equilibrium, Children of Men, I Robot and so on. The feeling that technology and corporations are on the way of squeezing out the humanity is a very popular belief, as it is a well-known fact that major organizations and brands care more about profit than people. To that extent, a question comes to mind: why big organizations and major brands still use experiential marketing and promotional staff as a major factor in their marketing campaigns? Well, the answer is quite simple: consumers are, in effect, human beings and not demographic sectors, so they long for human interaction and it is that interaction that remains in their mind and has an effect on their consumer behaviour. As a result, brands like Coca Cola, Heineken and many other giants in all industries resort to a promotional staffing agency and experiential or field marketing to generate good business. |
As mentioned above, the reason for this happening is quite simple, customers are humans and as humans they crave human experiences. Through the use of field marketing and promotional staff, big companies succeed in engaging consumers by appealing to aspects of their everyday lives, which have an emotional or a psychological or even social impact on them and that it why it works. So, basically, major brands use a promotional staffing agency as a key tool in their marketing campaigns because this strategy works, it gives results. If it is designed and done properly, this type of marketing can generate more significant return on investment than any other strategy or tactical decision made on the basis of numbers, reports and other such data. Whether we are talking about product sampling, product demonstration, exhibitions or any other type of experiential and field marketing, these techniques make consumers feel connected to the brand, because they associate the brand, the company, the products or services with the nice, smiley and bubbly people that they interact with in usual life encounters, such as when shopping, when going to a movie or walking down the street.
The bottom line is that experiential marketing has been at the basis of advertising and marketing for many years and it will surely remain one of the most important tool in the field, because it gives people what people want: human interaction. No matter how much big companies and major brands invest in technology and how many tech resources and tools they may have to build marketing strategies and campaigns, promotional staff will still remain their go to agent for promoting new products or raising brand awareness. Consequently, a promotional staffing agency has also become a crucial engine in this mechanism, offering companies and brands what they need to make experiential marketing campaigns successful.
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