Want to connect with your shoppers?

If you are battling with competitors to sway purchase intent in those critical, last few meters of the path to purchase, here is a little inspiration for you. Take some traditional POS, stir in a little interactivity and hey presto...

Experiential Spam

Experiential Spam: Def: A moment of disconnect between a brand and an audience created by a forced or unwanted interaction developed to interrupt, rather than enhance a consumer's day.

Experiential Marketing is a communications philosophy that, put simply, focuses on creating a positive and relevant experience for a brand's audience. It opens up new points of connection by combining the emotive with the sensory to create a strong glue that binds the two entities together.

Subsequently, Experiential Marketing done well can instantly weave a brand into the emotional fabric of our lives, a rich space that can build strong relationships, inspiring actions and driving powerful word of mouth advocacy. The risk of a badly constructed experience is the reverse, create the Experiential equivalent of telemarketing, door to door sales or email spam and you engender consumer ambivalence or worse annoyance and a subsequent bushfire of negative word of mouth for your brand.

Enjoy the following… creative ideas no doubt, but positive experience or spam – you decide?

http://adsoftheworld.com/media/ambient/charmin_toilet_paper_the_helping_hand

http://www.nytimes.com/2009/10/30/business/media/30adco.html

The Human Joystick

There is something explosively powerful about getting people to collaborate in their masses for a common goal. Mexican waves bring opposing supporters together, mobile phones at a concert signal a unified mass of love for an artist and club anthems sung at a stadium (http://www.youtube.com/watch?v=Y7xvegPH_Lw) unite social divides under a single banner. Now imagine if your brand was that unifying force and you had the entire audience at an event working in harmony for a common goal and engaged in your brand like never before.

Orange, a brand that has made a habit of turning imagination into reality through belief and bravery has opened the frontier to interactive audience experiences. I'll say no more, just watch and enjoy this video and remember this experience centric technology next time you are looking to engage your audience en masse.