Yes, yes, we already know that now everything is done through the Internet and social networks. But… to buy a perfume, for example, you first have to feel how it smells and analyze how that particular aroma is transformed, in contact with the skin of the person who tries it. In the same way, we can recommend a new alfajor by all means, but the litmus test will go through the pleasure that the consumer feels in the mouth before that combination of dulce de leche and chocolate, which may be irresistible… or not.
There are products and services that, still and always, will require direct experience, and in these dizzying times, in which we can meet people and products, research, read, entertain, buy and pay and so many other things in a virtual way, Many people seek to validate the desire with the experience transmitted by the senses: the visual, auditory, olfactory, gustatory or tactile that the real world offers them, and that they confirm that the product agrees with what they expected.
In this context, the importance of "real" experimentation can be the difference between life and death for a brand.
How does it fit you?
It is true that today there are many more channels than before to find out about brands and products, but precisely for this reason, we live in a time of "Infoxication": we receive so much information and through so many means that we cannot finish digesting it. In this context, it is becoming increasingly important for brands to find a way to differentiate themselves, and enhance their chances of being chosen among many others.
A good way to achieve this approach is through creative proposals that lead you to live a pleasant experience of the brand or associated with it.
What each client directly verifies regarding the characteristics and benefits of the product or service is indisputable, in the same way that each one knows how their shoes fit.
The keys to Experiential Marketing and its stages are:
• That customers choose us
• Let customers try us
• That customers continue to choose us
A good option to comply with these three stages is to offer a context in which the client can know, feel and experience what we want to offer. Something that the consumer also values especially, because he will be the protagonist of a real experience, which he will live without intermediaries and will involve his emotions.
And for the brand it is ideal that the client has a personal experience because it is the strongest tool that exists. If he is satisfied, in addition to generating an empathy that can be transferred to other developments of the same company, he can be "won for the cause" by making him the best and most credible of spokespersons.
