Unpacking Indonesian shoppers' views on experiential marketing

Experience is powerful. Marketers know this and harness it by creating immersive, memorable interactions that captivate audiences—much like the adrenaline rush of a video game or the nostalgia of a chess match. The goal is to engage consumers with novelty and provide a more interactive experience than traditional advertising.

However, do these efforts align with consumer expectations? It’s crucial for brands to understand the willingness of Indonesians to participate in such events.

What impact do these experiences have on consumers? YouGov’s data explores the perception of Indonesian shoppers, covering demographic, psychographic, attitudinal, and behavioral metrics. The data suggests a significant portion of the Indonesian market is open to experiential marketing, indicating a fertile ground for brands to innovate and connect on a deeper level.

Two-thirds (58%) of Indonesian adults are likely to attend a brand-organised event over the next year Just over a quarter (27%) are undecided, while 14% are unlikely to attend.

Event enthusiasts, those likely to attend, are predominantly young and male. Of these, 60% are male and 49% are aged 18-29

How do Indonesians view brand experiences?

For many brands, experiential events are a chance to stand out, build one-to-one connections, and drive trust and credibility with customers. From contests to launch parties, the possibilities are endless. But what do Indonesians think of these experiences?

A majority recognize the importance of real-life connections. 82% of event enthusiasts and 81% of the general population believe brands must connect with customers in person to be successful today.

However, authenticity and value are crucial. 73% of event enthusiasts and 71% of the general population see brand events as just another way to make money. Yet, consumers are willing to invest time and effort to build relationships. 70% of event enthusiasts prefer meaningful connections with brands over short-term interactions, and 64% of Indonesian adults agree.

For brands planning their next event, social media is a powerful tool. 69% of event enthusiasts and 60% of all Indonesian adults seek experiences that 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.

Laura Robbie is the Asia Pacific CEO of YouGov. 

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys and it not limited to a single questionnaire. Data for Indonesia is nationally representative of the online population and weighted by age, gender, education, region, and race.