When Philips Sonicare launched their newest innovation, the FlexCare electronic toothbrush, to the UK dental sector, they wanted to ensure that their visitors understood the product inside out.
The stand was built to usher visitors through a journey – learning about the heritage of the product through demonstrations and actually trying the product (that meant having 10 dental nurses and 10 clinical brushing booths with running water, actually on the stand!) before leaving with a goodybag or dropping into the VIP lounge for a drink and a bite to eat.
Visitors were immersed in the product and the brand.
OUR TAKE ON EXPERIENTIAL:
Recent research suggested that most consumers wishing to purchase a television set had not decided exactly which make/model to purchase before they visited the high street electrical retailer – but that they did make their decision, on average, 35 minutes after entering the shop.
A decision-maker’s purchase/selection intent is greatly influenced by the experience of interacting with the product at first hand.
It’s not just what you say or show that’s important – it’s also how your customers feel having experienced what you have to offer.
Think about moving home – certainly, you’ll have a check-list of must-have attributes for the new residence, but as property experts will comment; the house-hunters are also looking to buy into the lifestyle that they perceive the new home will give them.
So, we encourage our clients to consider the entire customer journey, so that every aspect of the product experience is brought together in concert to add strength and presence to the product and brand.
We produce the format and the platforms for the means to take the product to the target audience and then for follow-up contact and regular updates to keep the product (and brand) front-of-mind.