Upping the "Wow" Factor- Demos Go Live With Experiential Market
You are walking through the mall when a child shrieks and runs toward a man throwing a toy glider that does a few loops and miraculously comes right back to the hand that threw it. Five minutes later, you are greeted by an employee in a department store who is eagerly promoting a spray of a sample fragrance in the hopes of getting you hooked on a new perfume or cologne.
What you have just witnessed is not a coincidental onslaught of eager sales personnel; it is experiential marketing, and you can bet it has a definite impact on increasing your sales.
There are many companies today whose image is significantly shaped by the manner in which they allow consumers to "test drive" their products. Allowing consumers to interact with live products—sight, sound, smell and touch—gives your store the "wow" factor that often makes the difference between a consumer's immediate purchase and his or her decision to walk out of your store and shop around.