• Challet Jeong

Leveraging engagement marketing to build brand loyalty

Updated: Dec 15, 2021

What is engagement marketing?

Engagement marketing is a strategic process focused around creating physical and or digital content that can generate meaningful interactions. Ideally, these meaningful interactions, over time, will accumulate to develop a relationship between the brand and the consumer. The intention is to create opportunities and touchpoints where consumers and potential leads are encouraged to be more involved with the brand. Engagement marketing, when used strategically, can be a brand booster for all types of clients- including business-to-business (B2B) clients.

So what does that look like?

The possibilities for what engagement marketing looks like varies drastically depending on your business and what works for one brand might not necessarily work for yours.

Some ideas are:

  • Social media groups that foster dialogue about the brand and the industry it’s in

  • Direct mail that becomes the first touchpoint your target consumer has with the brand

  • Samples and demonstrations that allow consumers to test and try your products/services

  • Giveaways that require customers to volunteer in order for the chance to win

  • Offline immersive pop-up stores that can create buzz online

Whatever your brand’s engagement marketing tactics are, it should highlight your brand’s unique persona and selling proposition.

Here are some examples of brands that have seen success in their engagement marketing campaigns:

  • Wendy’s Twitter

  • Wendy’s blew up on Twitter for their infamous roasts that seem like they were written by a Gen Zer. What started as roasting other fast-food chain restaurants like McDonalds became a trend even amongst Twitter users that watched the roast sessions happen in front of their eyes. Twitter users started asking Wendy’s to raost them and without discriminating, Wendy’s became THE roasting icon on the platform.

  • Misereor’s SocialSwipe

  • Misereor is a German charity organization that created an interactive billboard that only requires the interactor to do one action: swipe their credit card. The billboard depicts different social issues that need donations and when a card is swiped down the screen, the interactor simultaneously donates 2 Euros to the cause shown on the screen. With one swipe, you can donate food or even free someone without having to make an account or spending too much time out of your day to help.

  • Lay’s “Do Us a Flavor” competition

  • What’s better than creating buzz for your brand? Creating buzz for your brand AND having your consumers do the thinking for you. Lay’s has been holding an annual “Do Us a Flavor” competition since 2012 where they crowdsource the next Lay’s chip flavor. This tactic brings together all sorts of ideas from across the nation; ideas that might have not been brought up in a Lay’s meeting room. And the best part? Consumers get excited about sharing their ideas, voting for their favorite, trying the winning flavor, and the brand in general.

Time to go to the drawing board

These strategies should feel natural and make sense to your target audience. Regardless of the scale of the marketing campaign, maintaining a consumer-centric mentality while planning your next experience marketing tactic is key to meeting consumers where they are.

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