We perceive the world through the senses, thanks to this we create emotions and generate experiences. Big brands, and brands in general, no longer sell products, they sell experiences that the consumer perceives in his mind and keeps in his heart. The reason is that our decisions are unconsciously predetermined long before our own consciousness sets them in motion, as demonstrated by a study carried out by neuroscientists at the Bernstein Center for Computational Neuroscience in Berlin, Germany, where the brains of 14 individuals were scanned while they were making a simple purchase decision.
They pinpointed specific signals of brain activity up to 10 seconds before participants were aware of their own choice.
If the human subconscious is highly influential in decision making, how are we connecting with our consumer's subconscious?
The answer in my concept is: INTERACTION, the consumer must feel us, besides seeing us, many advocate the sense of sight and leave aside the other senses of the human being, a clear example of this, digital advertising with which we are bombarded daily. If I were to ask you, of all the ads you saw on your computer today, how many of them can you remember clearly? Most likely the answer is: almost none, and if many times we remember ads it is because of the degree of interactivity that we provided, an example of interactive digital ad can be one that allows the user to play, there are even ads in which the user can test the brands, when the consumer interacts with the brand, no matter how small that interaction is already living experiences.
A clear example of direct interaction with the consumer can be found in Disney, its main slogan is "Wearing our guest Shoes", its marketing concept is to think and act as a user, each of the experiences that Disney transmits to us was previously evaluated under the consumer's point of view.
What does my consumer like? How did he/she interact with my customers? How to generate recall?
We do not buy products, we invest in experiences
Different studies agree that people, unconsciously, invest in experiences more than in products, so no matter how many qualities my sales item has, if it does not generate an emotion in my consumer, he/she will not buy it.
How do I interact with my consumer? There are countless examples, but a key element is INNOVATION, I allow myself to write it in capital letters because creativity is essential here. There are no limits when it comes to let your imagination fly (without leaving aside the budgetary issue), simple ideas can generate great results, the important thing is to generate omnichannel experiences (offline/online) in the consumer, stimulate the senses and emotions of people to create in them a unique experience that you can only get with that brand.
A great ally when approaching a consumer, are the brand activations, these can be carried out in events of different kinds, concerts, launches, or just any day in public places. Activations not only allow us to directly INTERACT with our consumer, but also open the doors to the media, we can be a trend in large social networks, I can assure you that people who interacted with our brand, will never forget it, they will continue buying it and will become our brand ambassadors.
You can forget what they told you, but never how they made you feel, this phrase defines the essence of experiential marketing, whose objective is to awaken endless emotions and feelings through the stimulation of the senses, and how do you manage to connect the minds and hearts of people with your brand?
Spanish 
English