Brands are launching sound-focused pop-ups that embrace experimentation
Trend - Brands are moving beyond aesthetically pleasing and Instagram-friendly activations and are instead embracing ambiguous sound effects as a multisensory marketing tool. The experimental nature of branded audio projects and events aims to fulfill Millennial and Gen Z desires for niche audio mediums like ASMR, which continue to gain prevalence as a growing cultural phenomenon.
Insight - Today's consumer needs more motivation to visit brick-and-mortar locations as these spaces compete with the convenience that eCommerce has offered them. What does motivate consumers is the experience that brands are able to offer them as they visit these locations–experiences that are distinct, or that they're able to post on social media. At a time when retailers are transforming to merge with the digital space for the sake of convenience, added elements like tech-infused design elements or auditory experiences enhance customers' purchase journeys in a way that's inherently shareable.
Insight - Today's consumer needs more motivation to visit brick-and-mortar locations as these spaces compete with the convenience that eCommerce has offered them. What does motivate consumers is the experience that brands are able to offer them as they visit these locations–experiences that are distinct, or that they're able to post on social media. At a time when retailers are transforming to merge with the digital space for the sake of convenience, added elements like tech-infused design elements or auditory experiences enhance customers' purchase journeys in a way that's inherently shareable.
Workshop Question - How can your brand use multisensory marketing as a tool to captivate your target demographic's emotions?
Trend Themes
1. Multisensory Marketing - Brands are adopting multisensory marketing techniques, such as sound-focused activations, to enhance customer experiences and differentiate themselves from online stores.
2. Creative Advertising - Companies are breaking away from traditional marketing methods and designing unique and creative advertising campaigns to connect with customers in a more engaging and personal way.
3. Interactive Experiences - Pop-up spaces and installations that offer interactive experiences are becoming increasingly popular as customers seek out unique and memorable experiences that can be shared on social media.
Industry Implications
1. Retail - As eCommerce continues to grow in popularity, retailers are introducing multisensory and interactive experiences to brick-and-mortar stores to improve customer retention and differentiate themselves from online stores.
2. Music - Music festivals, concerts, and pop-up spaces are providing opportunities for brands to showcase their products and engage with customers in creative and unconventional ways.
3. Luxury - Luxury brands are using interactive and multisensory installations as a way to create a unique brand experience and connect with customers in a more personal and memorable way.
4 Featured, 36 Examples:
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Date Range:
Feb 18 — May 19
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