Unpacking Indonesian shoppers' views on experiential marketing

Through experiential marketing, brands look to deliver engaging, memorable and immersive experiences to customers. This could mean a pop-up store in a mall, a kiosk to encourage trials at the airport, live music events, interactive digital campaigns and a lot more. For brands, an element of novelty draws in consumers and for shoppers it’s a less passive experience than simply seeing an ad.

But what are the impressions consumers generally take away from experiential? We dive into YouGov data to explore the views of Indonesian shoppers.

The experiential marketing audience

First things first, it’s great for a brand to want to deliver enriching experiences to customers. But does this wish align with what customers want? How many Indonesians would be willing to be a part of such brand events?

Enough of them, according to YouGov Profiles, which covers demographic, psychographic, attitudinal and behavioural consumer metrics.

Two in three (58%) of Indonesian adults say they’re either very or somewhat likely to attend an event organised by a brand in the next 12 months. Just over a quarter (27%) are on the fence about it and over one in seven (14%) say they’re unlikely to mark their presence at such events.

Further, Indonesia’s Event Enthusiasts (what we’re calling those very or somewhat likely to attend an event organised or sponsored by a brand in the next 12 months) are more likely to be young and male.

Of those likely to attend an event, 60% are male (vs 40% female) and half (49%) are aged 18-29.

How do Indonesians view brand experiences?

For many brands, an experiential event is a chance to differentiate themselves, build a one-to-one connection with its customers, and to drive trust, credibility and familiarity with shoppers. From contests to launch parties, the size, shape and nature of experiential marketing events is endless – but what do people think of consumer experiences as a whole?

A majority recognise the importance of real life connections. Where 82% of Event Enthusiasts believe that brands must connect with customers in real life if they wish to be successful in this day and age, a similar proportion (81%) of the general Indonesian population agrees as well.

However, there may be a need for experiential events to be more authentic or provide a lot more value as a sizeable proportion - 73% of Event Enthusiasts and 71% of the general population – believe that brand events are just another way to make money. The ball could well be in a company’s court as consumers are willing to put the time and effort in to cultivate a relationship. Seven in ten (70%) Event Enthusiasts agree that they prefer a meaningful connection with brands over a short term connection that will fade away. A comparatively smaller proportion (but not a minority by any means – 64%) of Indonesian adults agree as well.

But if you’re a brand planning your next event, social media is a great hook to consider. At 69%, Event Enthusiasts are more likely than all Indonesian adults (60%) to say that they seek experiences that will make great content for their social feeds.

Getting your customers to RSVP

While opportunities to capture social media-worthy content is a hook, it certainly doesn’t seem to be the only draw according to YouGov Profiles data. For the Indonesian population at large, at 51%, giveaways or prizes are the top things people look for at an experiential event. Free food/drinks (46%), new technology (41%), brands that they like (40%), and live performances (39%) round out the top five draws.

So much for what creates a draw for brands. But what stops shoppers from attending? There are quite a few potential reasons.

More Event Enthusiasts than the general population would skip attending an event if it isn’t conveniently located (40% vs. 34%). Similarly, a lack of sustainability (e.g. recycling on site, excessive waste etc) would put off a third of Event Enthusiasts (33%) but fewer Indonesians in general (28%).

Reemphasising the need for brands to deliver meaningful experiences, if an event/experience is thought to be a waste of time, about three in ten Indonesians (30%) and Event Enthusiasts (29%) would avoid attending it.

An Indonesian consumer is looking for meaningful experiences that they can derive value from and have fun at without compromising on convenience. By prioritising authenticity and focusing on creating meaningful interactions, brands can thrive in the Indonesian landscape and leave a lasting impression on consumers.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Indonesia is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles.