Maybe your app crashing amidst a campaign isn't such a bad thing

Experiential marketing breathes life into content marketing by creating unforgettable experiences that inspire customers to share their stories. Done right, it brings content to life. This is one of the strategies employed by Malaysian coffee brand ZUS Coffee.

In a conversation with MARKETING-INTERACTIVE Shafiqah Othman, creative director of ZUS Coffee, shared that one of the most successful strategies for the brand involved creating immersive events where customers could interact with its products in various ways. For example, during the ZUS x HYPE event for its 4th anniversary, the team crafted an engaging environment that encouraged attendees to play games, take photos, share videos, and post their experiences online.

Similarly, collaborating with local artist Izzati Suza to create special Hari Raya merchandise this year generated significant buzz for the brand, as people scrambled to get their hands on these limited-edition items. According to Othman this ended up in a two pronged win for the brand as it not only helped in the uplifting of local artists, but also show appreciation for local talents.

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This approach to collaborate with local artists resonates deeply with the supportive Malaysian community, who show their love for local talents by purchasing these items. These immersive experiences not only extended our reach but also fostered a genuine sense of community.

However, one might question the effectiveness of these campaigns in contributing to the bottom line. Othman says that measuring the success of experiential marketing is both an art and a science. “We utilise a range of metrics to capture the true impact of our initiatives,” she added.

Traditional metrics such as social media engagement, user-generated content, foot traffic, and sales lift are essential, but the brand also delves deeper into qualitative feedback and brand sentiment. “We conduct regular stock takes to gauge the effectiveness of our product offerings and their reception in the market,” she said, adding:

One interesting, maybe even controversial, indicator of our success is the occasional app crash due to high demand. 

While it presents a challenge for the team and impacts user experience temporarily, it does show the effectiveness of campaigns in driving engagement and interest, Othman added.

“I call these ‘good problems to have’,” she said. While the team is constantly optimising app user interface and experience to handle demand spikes better and ensure smooth operation, these "good problems" also highlight the demand for the brand and underscore the effectiveness of the marketing strategies.

“As the creative director, my focus is primarily on the qualitative data—caring deeply about brand sentiment and brand love. These aspects are crucial as they reflect the emotional connection our customers have with our brand,” she added.

Challenges to note

Implementing experiential marketing strategies often comes with its set of challenges – from logistical issues threatening to derail an entire campaign to public scrutiny. “We have to think on our feet, streamline our processes, and enhance our communication channels to ensure everything runs smoothly,” she said, adding that such experiential campaigns are learning moments teaching teams preparedness and flexibility, and the importance of always having a contingency plan.

“Experiential marketing strategies tend to put us in the spotlight, subjecting us to increased scrutiny and more eyeballs. This visibility means people can become more nitpicky, focusing on every detail of our execution and brand. While this can be challenging, it also pushes us to maintain high standards and continuously improve our processes,” she added.

But at the end of the day, Othman argues that all marketers must still push forth. “My advice to marketers is to start by truly understanding your audience and listening to their feedback,” she said, adding collaboration and consistency across touch point is also key.

“Sensory elements can create powerful connections, but they need to be thoughtfully integrated. It's essential to engage with your community, your loved ones, and those around you. By being more present in your interactions, you'll gain a deeper understanding of what people want, enjoy, crave, and desire,” she shared.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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