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Experiential technology and it’s impact on businesses.

Updated: Oct 2, 2019

According to a research report, 80% of marketers believe live events are critical to their

company’s success & 31% of the event marketers believe that events are the single most

effective marketing channel over digital advertising, email marketing, and content marketing.

With hundreds of brands out there and millions of options bombarded on an average consumer

every day, it has become quite difficult for brands to leave a lasting impression among their

target audience and ensure customer loyalty. Traditional approaches such as print, broadcast,

and telemarketing are becoming obsolete in an age where information is going digital and fail

to bridge the gap between products and consumers. For an industry such as marketing, where consumers need incentives to interact with a brand, the difference between advertisements and consumer engagements directly affects the sales of a company. Let us look at some interesting statistics to gain insight on the impact of marketing:

• 65% of brands say that their event and experiential programs are directly related to

sales. (EMI & Mosaic)

• A polled 80% of attendants mentioned that live demonstrations and free samples

drastically helped solidify their purchase decision. (Medium)

• 98% of users feel more inclined to purchase after attending an activation. (Medium)

• 70% of users later became regular customers after a marketing event. (Medium)

With such staggering statistics, brands are turning towards innovative solutions to provide

unique experiences that help consumers have meaningful interactions with their products. This style of marketing is called Experiential marketing. Experiential marketing focuses on creating memorable customer experiences that create deep emotional connections between the customers and the brand. These are implemented as Event marketing, Brand activations,

Conferences, MICE Events and more. Brands trying to immerse consumers within their

products favour a multi-sensory experience guaranteed to leave a lasting impression. This level of immersion was not possible earlier but with the advent of technologies like Virtual Reality(VR) and Augmented Reality (AR), the potential of these experiences are limited only by one’s imagination.

Immersive technologies like AR & VR have proven to be able allies in entertaining and

educating users in virtual worlds where they interact and experience scenarios far from the

mundane. Using Virtual Reality, brands can teleport customers into surreal environments

where they interact with objects and form connections using their experiences. With

Augmented Reality, we can blend the physical and digital worlds by augmenting digital objects on to the physical world.

Tacnik, an award-winning experiential technology company, provides customised solutions for

brands to uniquely engage their audiences. Using a plethora of technology options such as VR,

AR, Mind control technology, sensor, touch, and motion-based applications; Tacnik pioneers

in amalgamating various concepts to provide tailor-made content that fit brand requirements.

"Our strength lies in the fact that we do not have to limit ourselves to one particular

technology," explains Skandha, Co-Founder and Marketing Head at Tacnik. "Our broad

expertise enables us to innovate and adapt various technologies to provide unseen contraptions to engage customers. With over 200 clients across India, Tacnik has become a brand synonymous with trust and innovation.”

"The key to building great products begins with understanding the clients' pain points," says

Purnank, Co-Founder and Product Head at Tacnik. "Once we understand the products, the

target audience and what the client’s expect from us, the how becomes easy. With a young and innovative team, we have conjured up concepts that have been thrilling audiences and brands for more than four years now" claims Purnank. Tacnik caters to a wide range of crowd

engagement activities such as Business conferences, experiential marketing, brand activations, and product launches.

"Technology is playing a vital role in shaping how users engage with products and brands. The flexibility to adapt to changes in user experience allows us to constantly evolve and stay ahead in this dynamic industry," says Mayank, Business Head of Tacnik. "For example, one of the leading energy drinks brand wanted an innovative concept for a marathon which they

sponsored. The idea was to in still the spirit of running into the participants along with educating them on the benefits of their product. We came up with a novel concept called the Digi Run, a multi-player activity, where participants run on a digital platform to win a race. A large screen in front of them consists of an intuitive UI in which batteries are filling up based on the ingredients of the product. This activity was a tremendous success as the participants thronged to the stall to try out this activity along with learning about the product."

With new technology being constantly added to the arsenal and having collaborated with some of the best marketing agencies and brands in India, Tacnik has well placed itself as the leader in providing immersive solutions for experiential campaigns in India.

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