Experiential marketing is all about optimizing the human connection between brands and customers. At this point, we can’t solely rely on beautiful design and pretty Instagram pictures if customers leave experiential events feeling disconnected, without any real human interaction. Experiential marketing is evolving into something more meaningful — where interaction with brand experts should be the norm, and where brands empower the people representing them to inspire and motivate customers. At GRADIENT, our primary mission is to optimize human flow and create meaningful connections between brands and customers.

How does Gradient separate itself as an agency?

Gradient is a creative agency with experiential marketing at its core. We work with a lot of fashion, luxury, leisure and entertainment brands that want to break through and create significant connections with their customers. We instigate moments of “whole brain” integration with lasting impact so that our clients and their brands perform at their best.

Why do we feel human connection is in such short supply?

Younger generations, and even more so since the pandemic, are growing in a digital world, where most of their interactions occur through smartphone screens and wearable technology. Our relationships and the way we communicate with each other has been drastically altered. This trend has impacted brand-consumer relationships, resulting in us rarely seeing the human aspect of brands. But in spite of all this digitalization, people still crave meaningful interactions. It’s part of our DNA, and it’s why human connection has become a luxury.

How can experiential marketing humanize brand-consumer connections?

The best way for brands to humanize these connections is by investing in their own people, the ones who interact directly with customers. It’s a dynamic process that involves different marketing channels. If you connect with consumers at a more personal level, they will leave the experiential event as evangelists of your brand.

 

The recipe is simple and can be borrowed from traditional brick-and-mortar stores: if sales associates are seen more as ambassadors and inspired, consumers are not only encouraged to buy but they leave with a more positive opinion about the store. Similarly, if brands invest in experiences where brand experts are not just trained but inspired, attendees will also be inspired to purchase the brand or product being promoted.

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