• Public Relations

Understanding ‘Experiential PR’ and its rising significance in the service industry

The pandemic has been felt by everyone as a result of the restrictions and lockdown that prevented brands from engaging in experiential PR, which involves letting customers interact with products by touching or using them. Due to this, there was less in-person interaction and more digital activity. As millennial customers want immersive experiences, companies are being stretched to the edge through experiential PR and the art of storytelling. Since experiential PR allows the target audience to really feel the brand promise, it represents the next evolution in storytelling. The major difference between an experiential PR strategy and a typical media or consumer event is that with experiential PR, all components of integrated PR are utilised. Experiential PR’s primary goal is to make the campaign’s main message tangible rather than to draw quick attention.

People want to genuinely experience a product or brand now that things are practically back to the way they were previously. As a result, many marketing and advertising firms are generating experiences for their products by setting up their ATL and BTL. Then, ATL and BTL are further utilised through PR, or are a part of a larger PR campaign, to drive across a theme, thought leadership, USP of the brand, to talk about the social cause, to talk about the brand’s commitment to developing the society around them or giving back to the society. To further provide 360-degree communication for the companies, experiential marketing and experiential PR enter the picture.

The service sector was the one that was most negatively impacted by the pandemic. The service sector is one of the biggest industries that need experiential PR as things are recovering. However customer interactions are essential to the service sector. Given that the service sector has the strongest connection to consumers of any sector. “Experiential PR” serves the purpose of brand building in the service industry, which is vital for the service sector, despite the link between by raising public awareness.

A glimpse into – Why is there a significance rise of Experiential PR in the Service industry:

Re-establishing the brand Philosophy

The brand may re-establish the changes and philosophy of a company through experiential PR, through campaigns that entail on-location experience-based interaction through media, and by developing its own USP that may be distinct from before the epidemic. For example, several restaurants are offering invite-only previews of their new menus and special menus to influencers and their chosen H&I customers who were regulars there before the epidemic in an effort to entice them back or give them a taste of their brand and customer service.

Enhancing engagement through evolved brand experience

While we do a lot of digital marketing and regular PR, which is what we do, there is also a brand experience that is being delivered that is much more advanced than what is available on the internet platform. For instance, fashion companies run contests where winners receive prizes like dresses, discounts, coupons, and more. In order for the consumer to directly experience the brand or product and to receive incentives from the brand. It is then used to inform the media via press releases or articles that a new product is on the way and that influencers and the media are reviewing it. So, this puts the brand in the spotlight because everybody is talking about the brand.

Experiential PR for Social causes

Following the pandemic, there has been a lot of attention paid to ethical brand behaviour and brands that care about their surroundings, communities, and society as a whole. Particularly in the service sector, these businesses place a strong emphasis on providing customers with an engaging experience with their goods and services. They also engage in experiential PR, where they engage with the local community, or they engage in CSR activity, which is again leveraged in the media as a PR, both of which are forms of “Social Experiential PR,” which is when a company establishes a distinctive brand identity for themselves that is responsible and committed to the wellbeing of the community. The community around them, the employees, the stakeholders everybody gets the benefit from the real on-ground actions that the brand is doing, thus it becomes experiential PR.

Leveraging Technology for Experiential PR

In the past, experiential PR has always been renowned for the brand’s physical presence. Utilizing artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) techniques International and local companies continue to use certain technologies to interact with those who are still attempting to reach consumers through digital media. For instance, at fashion shows, you may virtually put on several outfits, so you don’t have to physically visit a store or shop to test the item out. You have several jewellery goods that allow you to try them on in your house. This also falls under brand experience and if it is done keeping in the mind the larger media it becomes experiential PR. The experience that the brand offers is the key difference for any customer today, despite the fact that there is fierce brand rivalry and that local and multinational brands do a wide range of things. Since experiential PR is here to stay, smaller firms and MSMEs should give it their full attention instead of sticking with traditional PR.

Why Scenic Communication?

DIGITAL PR & MARKETING SOLUTIONS FOR INDIAN STARTUPS AND BUSINESSES

We have created a distinctive advantage by giving holistic and Integrated Marketing Communications solutions to our client’s needs. Best PR Agency in Mumbai – Scenic Communication, therefore takes pride in not only providing effective public relations solutions to a brand but also with its girth, width and penetration, provide integrated communications solutions to the brand objectives of a client. With our strategic alignments and specialists on board we have geared innovation and value creation into all aspects of Brand & Reputation building. Having had domain expertise in multi-dimensional categories like – Corporate & Finance, Education, Real Estate, Infrastructure, Automobiles, IT & ITES, Government Development Boards, Tourism & Hospitality, Retail, FMCG, Fashion and the Entertainment industry; we provide innovative communications programs that focus on tangible business results.

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