Philips wanted to host an event to provide training to specialist sales teams to help drive awareness and sales of a new health & wellbeing product.
Such events take place ‘behind the scenes’ but are critical to the successful launch and deployment of specialist consumer products.
The room (a gallery in central London) was merely a white shell, but within 4 hours it was carpeted, furnished, lit, graphics applied, AV equipment in place and even a very generous array of food and refreshments laid on. Those taking part were not just learning about the product, but were also immersed in the Philips ethos and 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.