Getting Involved with the Brand
With increasing commercial message clutter and more and more brands from which to choose, brands must work harder not only to get the attention of customers and prospects but to have any impact on their attitudes and behavior. One way to do both is to involve target audiences in a brand experience. People remember little of what they hear, slightly more of what they see, but nearly all of an experience in which they are involved. Therefore, customer involvement in a brand experience can be a valuable part of marketing communication.
The key word here is involvement. One of the principles of teamwork is getting people involved so they feel part of what's happening and feel ownership in the results. This is the basic reason for using events and sponsorships. These activities, if properly designed and managed, maximize the positive aspects of customer service by involving customers in positive and memorable ways and sending powerful brand messages based on impactful experiences. Events and sponsorships can work at any point in the brand decision process. Customer service, however, is primarily focused on that key evaluation step after the decision has been made.
