May 19th, 2016 By Jack Morton
As our world has become more digital and virtual, creative and hands-on experiences can be refreshing for consumers. And more and more brands are finding success when encouraging consumers to get artistic.
As humans, we’ve always had a (sometimes hidden) drive to express ourselves. Brands should tap into this impulse by incorporating DIY activities into their events. By doing so, they can take their experiences to the next level and deepen their relationships with the people who matter most to them.
What can DIY activities do for your experiences?
1. It keeps guests in your space longer. When guests can indulge in a creative activity, they’ll devote time in order to make something that they’re pleased with.
2. It offers a memorable experience. Creating a sensory experience where guests can touch, feel and do prompts an emotional response, which will go a long way in making your experience and brand stick with your customers.
3. It provides a really cool giveaway. Guests will walk away with something way beyond the regular branded pen or tote bag – something they actually want to keep.
4. It promotes sharing. Allowing guests to create something themselves fosters a sense of ownership and pride, which can lead to a more authentic, possibly even unprompted share.
A great example of this is Levi’s activation at the Splendour in the Grass festival in Australia. A head tailor from Levi’s was on site to sew on patches and customize jeans with distressing and studs. Guests dove into trunks filled with thousands of vintage patches and designed their own custom looks that they could wear for the rest of the day. Talk about swag!
The urge to create something unique resides in all of us.
When creating your own forum for attendees to try something new, it’s important to keep these four tips in mind.
The experience must:
1. Be fun. The experience should be lighthearted and playful, something guests will want to participate in.
2. Feel personal. Leave room for customization. Every guest should walk away having created something that looks truly unique.
3. Match your brand voice. Make sure your experience immerses your guests in your brand’s mission, values and voice.
4. Keep it simple. Provide guidelines that are easy to follow. These kinds of experiences should be uncomplicated and straightforward.
The urge to create something unique resides in all of us. Tap into this drive at your next brand experience by offering your consumers the opportunity to craft something memorable—and by doing so, deepen their relationship with your brand.