Somerset House highlights ‘Tribe & Trusted’ as key measure of success for brand activations 

Somerset House, the Home of Cultural Innovators, has launched the results of its insight paper into the motivations behind brand activations and what today’s attendee expects. Tribe & Trusted: brand activations looking to drive a deeper connection and lasting loyalty is the culmination of independent quantitative research, carried out in autumn 2023.  
 
The research set out to interrogate what brands and creative agencies are looking to achieve from an activation, and what the biggest drivers for attendance are in a world where consumers are bombarded with digital ads from brands.   
 
The survey’s respondents are recognised leaders in brand activations - from creative and field marketing agencies to corporate brands across sectors including retail, gaming and fashion 
 
Highlights of the insight paper include:  

• Organisations are prioritising face-to-face marketing and live experiences in order to widen their outreach, and to develop a deeper understanding of how their customers behave and interact with their brand.   
• The economy and uneasy consumer outlook is being mitigated by brands who seek to amplify deeper and more enduring customer relationships. Consumers also value authentic experiences and the opportunity to build a relationship with a brand they can trust.  
• How we interact with each other has changed in recent years with social media exacerbating this shift. Today’s guest wants to be part of a dynamic and exclusive experience with a likeminded tribe of consumers, drawn by shared values and outlooks.  
• Sustainability and diversity are key considerations across the board. This reinforces the point that loyalty is established through shared outlooks, values, transparency, and trust. The focus is just as much on the purpose behind a brand as the product itself.  

 
Luci Sorrell, Head of Sales, Commercial Events at Somerset House, comments: “We are excited to share the outcomes and insights of our recent work with communications agency, Triggerfish, on what defines a brand activation. Our central location and heritage as a residency for the arts has led us to position ourselves as the Home of Cultural Innovators. As our brand awareness has grown so too has the interest we’ve received from brands and agencies who want to work with us to further elevate their brand. As such we recently sought the thoughts and opinions of brands, creative agencies and attendees so that we could interrogate today’s motivations behind brand activations and what consumers now expect. 
 
“Brand engagement and creating an authentic connection with consumers is paramount and desired by both brands and attendees alike. In a changing world, consumers want to build an emotional connection with a brand which demonstrates similar values and outlooks, as well as having an authentic purpose. As a by-product of this, brands are able to build a tribe of likeminded consumers who also value this connection.” 
 
“Today’s successful brand activations are no longer solely about getting a group together with the objective of ticking the ‘tried and tested product sampling box. They are instead about ‘tribe and trusted’, bringing likeminded followers together to drive a deeper connection and lasting loyalty through an authentic experience.” 
 
Tribe & Trusted: brand activations looking to drive a deeper connection and lasting loyalty was launched at a breakfast event which was attended by over 100 industry leaders. As part of the event, Somerset House hosted a thought-provoking panel discussion featuring senior marketeers* who shared their thoughts on the design and future directive of live experiences and activations. 

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