How Brands Are Investing Significantly Less In Advertising And More In On-ground Activities

Shammi Agarwal Feb 24, 2023

Nowadays brands are adopting more personalised solutions like experiential marketing to connect with their target audiences and deliver more beneficial and concrete experiences. Another instance of experiential marketing like "on-ground activities" is a practice that brands are increasingly engaging in to build strong consumer relationships and promote their products and services.

Consumers are the most valuable asset for any business to grow, and it's crucial to recognise that individuals value an overall comprehensive experience, not just the marketing, sales, and service aspects. In light of this, you must give your customers memorable experiences to keep pace with the modern era and trends. Therefore, a brand should invest in on-the-ground activities to build strong relationships with customers and buyers.

What are "on-ground" activities?

On-ground activities are physical, interactive experiences that provide customers with an immersive and personalised experience. The ability of a company to reach out to new customers is one of its primary advantages in the escalating engagement space, and improving products based on customer feedback is a great way to do that. On-ground activities allow companies to interact with their consumers more personally, which can lead to improved engagement and brand loyalty. By engaging people in on-ground activities, companies can create an atmosphere of commitment by providing their consumers with an opportunity to connect with them in person.

Events to foster relationships with consumers

Organising an event can be beneficial to gain the interest of potential consumers, such as organising a Bloggers Meet for a new product or service launch. This is a strategic way to publicise what's new with a brand and generate interest from consumers in a face-to-face environment. Similarly, events can also create a lot of buzz in traditional media, digital media and social networks if you intend to reach a large target audience. Events like product launches, interactive encounters with celebrities and bloggers, experimental expos and shows and community-building initiatives like RWA societies are a few examples of on-ground activities.

Experiential Expos and shows

Events in several ways can reinforce a brand image, and experiential exhibits and shows provide an innovative and entertaining way to create a more personalised engagement with consumers.

Additionally, it forges meaningful ties with clients and potential partners. If you want to strengthen the branding of your business or client, keep in mind that one of the most effective tools at your disposal is planning exhibitions and shows. One of the key examples is, Exhibits and conventions of food allow consumers to try freshly cooked food, while lifestyle expos give them a chance to see and feel a product before they buy it.

RWA Societies Event

Another option is to plan an RWA society event, which is an effective way to create a sense of community, build trust and engage with potential buyers. Resident Welfare Activities encompasses diverse programs and events that also include eateries, cultural festivals, live acts, product placement and entertainment programs.

The brand chooses more targeted visibility aimed at a specific target determined by the product range, and only a select few people are invited to the event, similar to the example of curating events at a women's club.

Bloggers and celebrities meet

Blogger and celebrity meet-up events enable businesses to expand their influencer marketing strategies and strengthen their brands. Blogger and celebrity meetups are relatively simple affairs that successfully forge connections with a target audience. For instance, participants take pictures and post their opinions online, making the event more visible to potential consumers.

On-the-ground activities give participants and consumers the chance to connect with the company and create a devoted following for the brand. When people gather together, a mystic thing transpires. Connections develop, along with brand-new, exciting opportunities for the people attending as well as for the brand.