ForeSights: Experience Rooms - Embodying brands interactively through innovative, sensory-driven environments
Experience rooms have emerged from the growth area of experiential marketing, creating spaces that seek to embody and promote a product or brand. Consumers are thus able to connect with that brand in a hands-on way not encountered through traditional marketing channels such as TV advertising.
Passive consumption of “things” is being replaced by, or augmented with, experiences that are seen increasingly as more meaningful and also beneficial in terms of establishing enduring relationships with consumers.
Reasons to buy
- Rather than just telling people why they should like and use a product, experience rooms actually bring the brand to consumers, letting them interact directly with it and experience physical interpretations of brand values and other facets that go beyond just the basic product itself.
- Brand owners and event facilitators need to have very clear concepts that remain anchored to the brand/product in a recognizable way, even when utilizing more abstract tools associated with approaches such as cross-modal experiences or synesthesia-derived sensory approaches.
- Experience rooms need not be huge. In fact, they could easily be designed for individual consumers to experience a personalized event. Such activations comparatively take up less space, money, and resources, and also offer the benefit of theoretically being installed in more locations.
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
- 1. Introduction
- 2. What?
- 3. Why?
- 4. Take-Outs
- 5. Appendix