Let’s make that perfume: The importance of brand experience
We live in a digital world. It feels like everything has gone online. But connection to real life experiences… experiences that involve the senses, allowing you to touch, taste, smell and feel, absolutely have a place in building an emotional connection to your brand. It’s called ‘retailtainment.’
BRANDING BEFORE BREAKFAST EP 71 Let’s make that perfume: The importance of brand experience
We live in a digital world. In fact, it feels like everything has gone online. But creating connections to real life experiences, experiences that involve all the senses, allowing people to feel, touch, taste and smell creates a great opportunity to build an emotional connection to brands.
So, last weekend I had the opportunity to go and play in the Barossa Valley in South Australia. Now, the Barossa is home to to so many great artisanal brands from cheesemakers, to winemakers, jewellery makers to all sorts of artisans. Now, we’re not talking about small brands here. We’re talking about global brands, some are even centuries old. And these brands are great at creating immersive experiences. So I engaged with a perfume company and not only did I get to see the perfume makers in action, but they actually gave me the opportunity to make my own perfume. So I was given a little vial with some base liquid, and a whole lot of essential oils to play with. It was super fun.
Now, my perfume, the scent I made was no good. I’m definitely not a budding perfume maker. But the experience was just incredible. I’m going to remember it forever and I’m going to share that experience with so many people. So brands that are able to create what we call ‘reach alignment’, you know, this great immersive experience for customers to really feel the brand, create a great opportunity to elevate their brand. That’s it from me. Time for brekkie.
Written by: Emma Scott
Published: April 15, 2021