More and more companies have understood that choosing to invest in live marketing actions, which bring consumers closer to the brand through experiences, is a path of no return. Brand experience actions, which previously had a tactical nature, took on a strategic role in the positioning and growth of different brands and companies in Brazil.
According to data published in the Brazilian Live Marketing Yearbook, coordinated by Promoview, in 2023 the brand experience market grew 16% compared to 2022, totaling R$100 billion in investments by companies and agencies that use these tools.
Growing numbers and percentages like these reflect the importance that brands attach to creating memorable and authentic experiences for consumers and how the events market, so affected by the pandemic, is experiencing a significant recovery. Live marketing stands out as an effective strategy for engaging the target audience in a tangible and emotional way, generating deeper and lasting connections with brands.
“Companies that want to expand their brands and increase their sales have already understood that not investing in live marketing is no longer an option. Planning actions that increase consumer perception of a brand, strengthening their relationship with it and increasing their desire to consume, has become part of the daily lives of Marketing professionals”, explains Victor Brentegani, managing partner of faro.ag , a company specialized in promoting brand activations.
But to promote assertive live marketing actions, which impact companies’ results and generate proximity between brands and consumers, it is necessary to rely on partners who have the expertise to promote medium and large complexity actions for large brands.
“Here at faro.ag, our role is to understand in detail the customer’s scenario and where they want to go, so that together we can plan outstanding brand experience actions that generate engagement. Whether to create and execute promotions in the most popular formats, or even promote activations at festivals, congresses and public areas. Our experience allows us to strengthen the emotional bond between brands and consumers, bringing positive results to the companies we serve”, reinforces Brentegani.
The concept of Growth Business in live marketing gains relevance in this context, demonstrating how companies are realizing the strategic value of investing in brand experiences. By embracing live marketing as a key tool for driving business growth, organizations can achieve a variety of goals, from increasing brand awareness to customer loyalty and generating qualified leads.
Positive scenario for 2024
If the growth of the live marketing market has already been confirmed in the 2023 surveys, another very encouraging piece of information reinforces that in 2024 the scenario will continue to be positive for investments in communication and marketing as a whole. A survey carried out by Motim, a communications company, shows that more than 70% of innovation companies are expected to increase or maintain institutional reputation budgets next year.
“The continued growth of investments in brand experience and live marketing in Brazil reflects the growing awareness of companies about the importance of providing authentic and impactful experiences to consumers. This phenomenon not only establishes the live marketing sector, but also signals a significant change in the way brands interact and connect with their target audience, driving growth and innovation in the market” concludes the managing partner of faro.ag .
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