How to increase brand engagement

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Personalisation goes straight to the heart. Sponsors need to create event experiences that are personal. Think about your last event and how you activated? Was there anything in it for the event attendees to own as part of their experience with your brand? Consumers are looking for a way to process their life. Sponsor activations that illicit an emotional response have a direct impact on consumer motivation.

Not only do personalisations motivate, they commit. It is at this level of personalisation that loyalty, fidelity, allegiance and devotion are established, which is what intrinsic motivation is all about (Maddock).

Orientation is another theme to emerge from current research. There are several orientation motives (person, place, time and circumstances). Personal orientation motive answers the question: 'What is in it for me?' and 'How will it help me process my life?'

Similarly, the more disorientation is a factor in a person's life, the more motivating the product/service is to the consumer. My family recently just returned from a trip to Las Vegas. Anyone that's been there and visited The Venetian would know that casinos create the illusion of time disappearing. When a product or service is designed to appeal to the realisation that people have a need to orient or disorient, its headed for success.

Keen for more insights? Want to give your customer-facing team ideas on other ways to connect and grow your business? Email caroline@eventsponsors.com.au

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