Marketing’s ‘At Home’ Experience
5 March 2021
Author: Jasmine Waters
Navigating a third national lockdown in the midst of winter is hard enough for any individual, let alone small brands trying to stay one step ahead of the unpredictable. As coming together physically has (so far) been a thing of the distant past, many have struggled to market a consumer experience. Some may argue that it has been an uphill battle for the physical to connect with a consumer base, but marketing experts cite this winter as being one of the most exciting in recent memory. What have brands been doing so right?
What have brands been doing this winter?
In short, it’s been a long-term game of innovation. We know that brands and businesses have shown an exceptional resilience in the face of unknown danger, but the execution behind the brand has truly become an art form. It turns out that a brand experience hasn’t actually been about the environment it takes place in, but rather its shaped by the people, with brands now playing a key part in making the monotony of daily pandemic life that little bit different. At a time when many feel like they’re ‘sleeping at work’ rather than ‘working from home’, we’ve brought hobbies and extra curriculars into our home environment too. Zoom’s members grew to 200 million in the first months of the pandemic, while there’s been an 18% increase in ecommerce, largely down to the merging of everyday buys and splurges online.
How have brands taken up the challenge?
For the brand themselves, the challenges faced range from the extremely broad to the ridiculously specific. Dependent on pre-pandemic marketing strategy – from product trials or engagement through content – efficient solutions have been found. Tangible interactions have been needed over distanced absorption, with ideas such as social sampling coming into play. Social media can be deployed to guide potential consumers to request a sample, before it being delivered to their home. Interactive measures like virtual workshops and sponsored sessions have quite literally brought the brand into the home, with brands harnessing social media to bring the product to completely transform a consumer’s home space, rather than a neutral retail location. This “at home experience” movement has been sought out as the next pioneering front of marketing, born out of a necessary demand. Even with a roadmap to normality announced and in the calendar, it’s still difficult to say when events can return to the full scale they once were at. Despite this, the ability and opportunity for brands to engage in the homes of consumers still exists, helping to stand out from the crowd, but ultimately bring those together.
Image source: https://www.pexels.com/photo/content-woman-using-laptop-on-floor-4492129/