BUILD GLOBAL AWARENESS USING REAL-WORLD EXPERIENCES
TAKE IT OFFLINE: HOW TECH BRANDS CAN BUILD GLOBAL AWARENESS USING REAL-WORLD EXPERIENCES
By Jennifer Davidson, Founder, Sleek Events
It’s often said that digital technology has made the world smaller – and in a way, that’s true. Digital channels transcend geographical boundaries, and brands are now easily able to pursue growth on a global scale.
That’s particularly true for cloud-based technology companies, whose services can be accessed anywhere worldwide. So whether B2C or B2B, these brands need to build awareness among diverse audiences around the globe.
However, digital channels and traditional marketing tactics can only take a brand so far. The real magic comes from crafting memorable, real-world experiences that go beyond just advertising the latest product features.
When executed well, experiences can bring a tech-focused brand to life. They can cut through the often heavy and complex language of technology and humanise digital innovation. They can drive awareness, bring communities together and create lifelong brand advocates.
What’s more, tech brands can achieve all of this on a global scale – if they use the right tactics and tools.
Human-centric storytelling
Technology companies often focus on the technical aspects of their products in their marketing, forgetting that trust and an emotional connection are what drive interest and adoption. So, brands must shift the narrative.
Tech brands should share stories that evoke emotions, connect with universal human experiences, and highlight the impact of their technology on individuals and communities. Whether it’s a heartwarming case study of a remote village gaining internet access or a behind-the-scenes look at a team’s dedication, storytelling bridges cultural gaps and fosters empathy.
Experiential marketing can be an excellent tool for bringing those stories to life. Brands can wrap their audience in a 360-degree narrative that engages all of their senses, using in-person interactions to build a relationship and create moments customers won’t soon forget.
When Apple or Google host launch events for their latest phone models, they discuss the transformative impact their new product features can have on people’s lives. They also invite a range of employees on stage to talk about the phone, showing the human effort that has gone into its creation.
Leveraging technology
The limitation of real-world experiences is that they typically only take place in one place at one time, with a finite number of attendees. But that’s where social media steps in. Brands can use these platforms to amplify the impact of their events and grow awareness on a wider basis.
It’s therefore essential to encourage attendees to share their experiences on social channels like Instagram or LinkedIn. Brands should create easily shareable moments as part of their experience, whether launching exclusive news or leveraging the latest technology to create personalised photos and videos.
New technologies can also create truly immersive experiences. Imagine a global audience exploring ancient Egyptian pyramids through an AR app or attending a virtual tech conference from their living rooms. The car industry is already ahead of the game, as brands from Volvo to Ford offer VR experiences that allow customers to test drive cars virtually.
Again, these technologies give people experiences they will want to share with their networks. And although it can feel like a gimmick for some brands, the tech industry benefits from natural alignment.
Global partnerships and sponsorships
Forging strategic partnerships with global organisations, events, or influencers can be another effective way to build international awareness while reaping the benefits of a real-world experience.
Brands can look to sponsor international conferences, tech summits, and sports events or collaborate with influencers who resonate with their ethos. These partnerships amplify a brand’s reach and can position it as a global player. Crucially, authenticity matters – brands must choose partnerships that align with their values and mission.
For instance, as the official payment technology partner of the 2022 FIFA World Cup, Visa unveiled a first-of-its-kind hybrid experience to engage fans. A pre-event NFT online auction was followed by an immersive activation for fans at the FIFA Fan Festival in Qatar, which allowed fans to create digital art inspired by their signature football moves. Visa has partnered with FIFA for 15 years as part of its mission to ‘inspire and connect everyone, everywhere’.
Speak the language
Localisation isn’t just about translating content; it’s about adapting to cultural nuances. As with any global advertising campaign, brand events and experiences must be adapted to fit local needs.
Whether that’s by collaborating with local artists or bringing in local speakers, brands need to blend global consistency with regional relevance. When launching an experience, they must ensure that it reflects local values and preferences while maintaining their cohesive global brand identity.
In the ever-evolving tech landscape, experiences matter. By weaving human-centric narratives, embracing localisation, leveraging immersive technologies and forming global partnerships, tech brands can transcend borders and build lasting global awareness.
Remember, it’s not just about the product. It’s about the journey brands create for their audience – one experience at a time.
