Perceived value is a key concept in events and experiential marketing. It refers to a customer's perception of a product, service or experience beyond its tangible value. This factor becomes an important differentiator for trade shows, conventions and events, as capturing the attention and emotions of attendees can determine the brand´s success.
Experiential marketing can be a powerful tool for increasing perceived value. It creates memorable experiences that strengthen the relationship between brands and their customers.
What is perceived value and why is it important in events?
Perceived value is more than just the use or quality of a product or service. In events, it is how attendees value their interaction with a brand, from the experience at an exhibition stand to the personalized attention they receive at a conference.
High perceived value can lead to
- Customer loyalty, as they feel their experience was unique and personalized.
- Greater trust in the brand.
- Differentiation, especially in an event where multiple companies are competing to stand out.
Experiential marketing keys to increasing perceived value
Experiential marketing allows you to design activities that connect with customers on an emotional level, using creative resources to leave a lasting impression. Some key elements for implementing these strategies are:
- Personalise the experience
Personalisation is essential to make event attendees feel valued. Tailoring the event experience to the attendee's tastes and interests increases the perception of quality. Studies show that 80% of customers prefer to interact with brands that offer personalised experiences.
- Design immersive spaces
Spaces at exhibitions, conventions and events need to be designed not only to attract attention, but also to create immersive experiences. The integration of technologies such as augmented reality and virtual reality is a growing trend that transforms a stand into a memorable space. These tools not only attract attention, but also position the brand as an innovator.
- Connecting emotionally through storytelling
Storytelling is an integral part of experiential marketing. Creating a narrative that connects with the values and emotions of those attending an event increases their interest and commitment to the brand. An event where everything that takes place follows a common narrative and is aligned with the brand guarantees a unique connection and perceived value for attendees.
Practical strategies for events
- Create experiences that reinforce your brand
A good experience should be consistent with brand identity. Incorporating strategies to generate a strong brand experience allows you to convey a consistent and differentiating message. This can range from the decoration of the stand to the music and scents used.
- Design dynamics that promote interaction.
An interactive approach, such as contests or live demonstrations, not only increases participation, but also improves brand message retention. It´s crucial to apply effective examples of relationship marketing to your strategy.
- Collect real-time feedback
Implementing live feedback or survey systems during the event allows you to measure the impact of the experience and adjust details in real time. In addition, customers value the fact that their opinion is considered, which strengthens the bond with the brand.
Conclusion
Perceived value is an essential factor in making a difference in the world of events and experiential marketing. By creating personalised, immersive and emotionally connected experiences with customers, brands can not only capture their attention, but also build lasting relationships based on trust and loyalty. Strategies such as designing unique spaces, direct interaction and gathering real-time feedback are key to leveraging this value and setting themselves apart in a highly competitive market.
