When most people zig, they zag. Zagonists don't take a traditional approach to life and aren't afraid to shout it from the rooftop...or tattoo it on their arm. But it's not just about being different for the sake of it, Zagonists follow a different compass. Instead of asking why, they ask "why not?" Since they view themselves as influencers and love discovering new brands, experiential marketing strategies are key to authentically and organically engaging this consumer.

With consumers increasingly prioritizing experiences over possessions in recent years, experiential marketing has entered the mainstream. From direct-to-consumer pop-up shops to mobile tours, each form of experiential offers brands a chance to create one-on-one connections with their intended audience.

As brands continue to innovate their products and services to cater to the needs of modern consumers, it’s important to take a step back and understand the macro trends that are driving these changes. Lately, personalization is one such trend that is making its mark on a variety of industries. Whether it’s a playlist on Spotify that’s curated just for your ears or the use of A.I. technologies to make personalized recommendations in retail, brands across the spectrum are making a greater effort to market to consumers as individuals.

According to CB Insights, the term ‘customer experience,’ as well as other variations of it, was mentioned a record 2,710 times during earnings calls in the third quarter of 2019. While this an abnormal statistic, to say the least, it speaks to the fact that brand executives are fully aware of the importance of experience in 2019. After all, the better experience you provide for the consumer, the more likely it is that you’ll retain their loyalty over the long run.

Brands started to heavily invest in influencers about five years ago. At that time, it was all about the mega-influencer, the creator like Huda Kattan or Aimee Song who had millions of followers and could launch - and sell out - a product on Instagram in a matter of minutes. But, as influencer marketing has evolved, brands have learned that bigger isn’t always better. In the years that have followed, micro- and nano-influencers have played a key role in generating buzz for brands.

For brands, connecting with younger consumers remains one of the most tried-and-true methods for building a loyal following. However, in today’s increasingly cluttered digital landscape, it’s getting more difficult to reach younger audiences en masse. Whether it’s through ad-blocking while surfing the internet or avoiding commercials by watching streaming services such as Netflix, younger consumers are seeing fewer and fewer traditional advertisements.

We know that experiential marketing can be an extremely effective way for brands to make one-on-one connections with consumers, build brand awareness, and increase brand loyalty. However, you can take the buzz around your activation to the next level by getting the media involved.

As humans, we’re subjected to countless marketing messages each and every day. Whether it’s while scrolling through social media, driving by a billboard, watching ads on television, or seeing a brand activation at an event, these messages are practically unavoidable.

For brand marketing efforts, focusing specifically on your most loyal of customers is simply no longer an option. According to research from Nielsen, only 9% of U.S. consumers say that they are brand loyal – and even that number rises above the global average (8%).

The concept of wellness has become a part of our vernacular in recent years, but the movement encompasses a whole lot more than just exercise, healthy eating, and buying better-for-you products. This holistic idea of health is characterized by care for the mind, body, and soul, and its impact is being felt in industries far beyond food and beverage.