Successful engagement marketing strategy relies on cultural cues. Non-sequiturs or “try-hard” brand campaigns are uniformly rejected. Gen Z is particularly talented at sniffing out BS. Therefore, the risk of negative brand sentiment is higher than ever before.
On the flip side, successful engagement marketing strategy can win you consumers for life. More specifically, it has the power to make permanent imprints.
Organic Engagement Marketing Strategy
Brands that don’t naturally integrate experiential and influencers run into major trouble. In particular, nothing is worse than being accused of “phony-ness.” Social listening is the most powerful new ROI tool around. Therefore, brands know when an engagement campaign is a flop.
With this in mind, the key word is “organic.” Experiential campaigns and influencer partnerships only work when they are organic. What does organic mean? It means that it adds natural value to a micro-community. Specifically, that the brand consciously exchanges value for access.
Achieving Access to Tastemakers
Communities of tastemakers dictate culture. Whether online or IRL, communities like The Future Party, Summit, and Breakout, gather exclusive groups of influencers. These “Burning Mans Meet Davos,” are where Millennials and Gen Zers exchange the ideas that become the next trends. Micro-communities like them exist for ever vertical from streetwear to wellness to cryptocurrency.
Up until this point in history, marketers have always been denied access to such communities. Furthermore, with robust traditional channels like T.V. and OOH, marketers didn’t have much interested in accessing them in the first place. However, things have changed. In a climate where attention is scarcer than oil, the only way to grab eyes is to access these communities. Hence the rise of both experiential and influencer marketing.
However, one does not simply walk into Mordor. To achieve access to these communities you have to add real value. Figuring out how to add real value to the micro-communities that dictate the trends in your brand’s arena.
First step? Try asking…