Spaces marketing: How to reach a new audience as a decision-maker
The digital world is changing rapidly - and with it the demands on modern marketing strategies. If you want to gain new reach today, you can no longer ignore innovative approaches such as Spaces Marketing. Decision-makers who recognise the potential of this methodology and use it in a targeted manner benefit from increased visibility, improved customer loyalty and sustainable growth. But what exactly is behind Spaces Marketing and how can you get started successfully?
What makes Spaces Marketing successful?
Spaces marketing describes the strategic use of real and virtual spaces to bring brands and their content to life. The aim is to build an emotional connection with the target audience through targeted staging and interaction. In this way, companies create brand touchpoints where messages are not only heard, but also felt and experienced[3][5]. The decisive advantage: people get to know a brand holistically and develop a stronger involvement.
A practical example: many start-ups use pop-up store concepts to present their products directly in highly frequented shopping streets. This creates a direct dialogue with potential customers - and the brand is remembered for a long time. Digital platforms such as websites or social media channels also function as virtual brand spaces because they enable interaction and dialogue[5]. Spaces marketing combines both worlds and thus creates sustainable added value.
Industry examples from real life
In the catering industry, innovative restaurants use Instagram stories for short, interactive live events. They invite guests to report directly from the restaurant or take part in online tastings. This digital extension of the classic „restaurant table“ creates new reach and emotionally engages existing customers.
Tech companies present their products at trade fairs as multimedia experiences, for example with virtual reality stations. Visitors can try things out, be amazed and then continue their research on the website - turning the physical stand into a digital starting point.
Fashion franchises rely on flagship stores in which the entire brand world can be experienced alongside the product range. From in-store cafés to interactive design workshops - these spaces become the heart of communication and a centre for fresh target groups.
Measures and tips for getting started with spaces marketing
Real spaces as places of experience
Organise places where your target group not only consumes, but actively participates. Organise workshops, networking events or pop-up campaigns that invite people to exchange ideas. This turns every visit into an unforgettable experience that is also shared via social media.
Digital platforms as brand spaces
Your website is the central digital brand space. Use videos, interactive tools and user-generated content to convey your messages in a lively way[5]. Social networks are also a good way to build communities and promote dialogue.
Developing hybrid concepts
Combine real events with digital elements. Live streams, online participation formats and augmented reality applications extend the reach and make offers accessible to new target groups. This creates a smooth transition between online and offline.
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized manufacturer of natural cosmetics developed a pop-up store in a European metropolis. The centrepiece was an interactive exhibition about sustainability. Visitors could mix their own products, learn more about ingredients using QR codes and were invited to share their experiences on social media. At the same time, the company offered online workshops. This combination of a real-life experience and digital support led to an increase in reach, stronger community building and new sales channels. The project was supported by iROI coaching from conception to implementation.
Customers come to iROI-Coaching with these topics
Clients are increasingly reporting that they are no longer able to adequately evaluate traditional marketing concepts. They are looking for ideas on how to optimally combine digital and analogue spaces. This often involves the development of hybrid worlds of experience, the integration of new technologies and the measurability of activities.
iROI-Coaching supports companies in developing customised concepts for Spaces Marketing. From analysing target groups and selecting suitable platforms to measuring success - we provide structured support throughout all project phases.
Example from the retail sector: Local SEO and Google Maps optimisation
Those who work with real locations benefit enormously from local search engine optimisation. The precise maintenance of Google Maps entries, the integration of images and reviews as well as entries in business directories increase visibility and lead new customer groups directly to the shop[1][2][4]. The combination of digital presence and real experience creates sustainable added value.
Example from the service sector: digital brand spaces
Companies in the education sector use their own online communities to facilitate dialogue and further training. This creates a digital brand space in which content is shared, discussed and deepened. In this way, the reach grows organically and the brand is actively shaped[5].
Example from the industry: hybrid trade fair concepts
Industrial companies combine physical trade fair stands with virtual showrooms. Product demonstrations are broadcast via live stream and chat functions enable direct dialogue with interested parties worldwide. These hybrid approaches significantly extend the reach and make offers accessible to new markets.
My analysis
Spaces marketing is more than just a trend - it is a necessity for companies that want to attract new target groups and retain existing customers in the long term. The mixture of real and virtual experience spaces offers a wide range of opportunities because it conveys brand messages emotionally and interactively.
If you want to be successful, you should define clear goals, select suitable measures and regularly measure their impact. Professional support, such as that offered by iROI coaching, helps you to realise your full potential and integrate Spaces Marketing into your strategy in the long term.
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
Further links from the text above:
Why digital marketing is important for coworking spaces - a guide for beginners
SEO for coworking spaces - attract more customers
What is Brand Spaces? Definition
Local SEO: Guide more visitors to your location
Glossary Brand Spaces
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