Last November 10, Assoc. Creative Director Kat Torrefrance organized a teach-back session titled "Shoppertainment: Navigating the Future of Commerce." She discussed that the fusion of shopping and entertainment should spark four essential factors: excitement, trust, knowledge, and community passion. 

Kat then shared a game plan that offers marketers and advertisers helpful insights to authentically connect with consumers before market saturation occurs—the Shoppertainment strategy. She learned this strategy from Shoppertainment Summit 2023: Grow Traffic and Sales for Mega Sales Success, an event organized by TikTok.

1. Tell stories and educate

Build content with genuine storytelling and educational value. This strategy also involves weaving comedy or humor into the content to educate potential consumers in an interesting way.

2. Focus on video-first

Embrace a video-first approach using short content that maintains attention and leverages influencers, KOLs, celebrities, or established platform players to amplify messages.

3. Don’t force decision-making

Ensure that the content is associated with the interests and hobbies of the consumers. Target good feelings and nostalgic recollections that rekindle excitement while building stories around uplifting themes. Don’t decide for the audience; give them the freedom to decide for themselves. 

4. Be authentic

Authenticity establishes two crucial elements brands must have: credibility and originality. Create an authentic brand sentiment that showcases credible reviews and encourages open community conversations. 

5. Recommend trends

Be the trendsetter, not just the one riding them. Include the voices of credible and trusted community experts and facilitate extended conversations with users. Then, build this into a strong and trusted following. 

6. Provide clear information

Ensure key product information is easily accessed and clearly communicated to pave the way for a smooth customer journey.

7. Ensure a clear path to purchase

Provide an intuitive path to purchase, making a simple action from promoting awareness and desire to conversion. Try including product link videos, display cards, or vouchers. 

Vitalstrats Creative Solutions (VCS) is a creative agency based in Quezon City, Philippines.
VCS specializes in content marketing, advertising, and video production. We use strategic creativity to help our clients grow their brands.

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