Marketers Need to “Touch” Their Consumers

Marketing and advertising feel over-saturated because almost every innovative idea under the sun has been ideated and executed. More than ever, brands are finding ways to reach customers outside of the 2D world. Specific categories like entertainment, restaurants, and wine/ spirits are tapping into marketing events and activations. Consumers enjoy this because the brand is giving them an experience that revolves around their enjoyment versus product pushing. They need to interact with their consumers physically. This type of interaction allows consumers to tap into non-visual elements that can enhance their experience.

A great example of this is McDonald’s and Pandora Radio’s El Pulso Station brand activation earlier this year. They hosted a concert in June and brought out award-winning Latin artists Natti Natasha, RKM & Ken-Y and Dalex for free. It seemed like this didn’t benefit the brands, only Pandora somewhat because it exposed consumers to Pandora’s Latin station El Pulso. Only McDonald’s is allowed to advertise on this station. It got consumers thinking about how McDonald’s cared about the Hispanic Consumer Market and brought them this event. It also exposed them to Pandora’s Latin station El Pulso. This event didn’t feature heavy branding from either partner; it centered around the customer’s experience.

Many brands have realized that consumers are more likely to be interested in their brand when they feel understood by the brand, or the brand supports their causes. McDonald’s and Pandora acknowledged that Hispanic consumers matter and gave them the chance to see one of their own on a big stage. This taps into the Hispanic consumer insight of the importance of community. Allowing consumers to see these artists in the flesh revolutionized their typical visual experiences. It tapped into sound too because music is very different live. Even if someone were blocking your view at the concert, you’d be able to hear the artist and connect with them in a nee way. It also incorporates non-traditional elements of smell if you consider the sweat of all of the excited fans! The more senses a brand includes in an activation, the more likely it’d leave an impression on a consumer.

Another brand that did this exceptionally well was Bacardi with their Amparo Experience. This event required the purchase of tickets, starting at $100 and jumping up to $170 after bringing it back for a second time per consumer demand. This event is unlike any other because it incorporated the sense of touch. 

In this activation, consumers select 1 of 4 routes. Each route tells a very familiar narrative of Cuban immigrants, whether in their hometown or once they arrived in America. Actors are hired to play out very jarring and poignant scenes. Many people relive a trauma they buried away so deep in a way that helps them reflect on how far they come. The children of these very individuals can experience a fraction of what their families went through. The audience gets so enveloped, and then the actors incorporate the audience. They touch members of the audience, creating a sense of panic and almost confusion because they’re transported even deeper into the plays they’re viewing. They’re also present at the exits to guide struggling viewers outside for some fresh air. Staff is also monitoring audience members and will approach anyone that looks like they’re having a hard time. This is another opportunity to incorporate touch because the staff gently approaches and taps the shoulders of people they’re concerned over.

The incorporation of touch is so revolutionary because contact signifies intimacy, warmth, and concern over a person. It’s such an important thing we must feel as humans. It’s arguably one of the most important human sense because once you lose your sense of sight and smell, you really on touching to get you by. Also, the sense of touch allowed consumers to comprehend this experience differently. The texture of someone unknown’s touch can make or break an adventure because it’ll either comfort or jolt you. The spacing of yourself within a room and your proximity to others can create a sense of solitude that allows you to deeper reflect or feel alone. Or it could provide comfort knowing there are so many people around you. The element of touch gives a new meaning to texture and spacing because it brings these visual elements to life. The Amparo Experience has such great reviews because it touched consumers in unimaginable ways. It enriched their lives all while building awareness of Bacardi’s roots in the Caribbean. Marketers must go beyond a sense of sight and hearing to reach consumers in new ways.

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    هر بچه ای یک شخصیت و رویای منحصر به
    فرد داره که این افکار و ذهنیت رو با
    نقاشی کردن بیان میکنه، به همین خاطر
    هست که نقاشی هر بچه ای منحصر به فرد
    و خاص هست.(همون طور که ظاهر بچها با هم متفاوته
    ، افکار و رویاهاشون هم متفاوته).

    دنیای جادویی نقاشی بچها

    نقاشی کودکان شایداز نظر شما یک خط خطی کودکانه باشه.
    اما باید بدونین که نقاشی کردن بخش مهمی از رشد فرزند شما
    رو تشکیل میدهد.
    وقتی کودک مداد یا گج یا مداد شمعی
    و… رو در دست میگیردو طرحی کودکانه میزنهداو عمیقا
    از عمل و خلق خود مثل یک اثر هنری لذت میبره و در بیشتر
    موارد برای نقاشی خود داستان سرایی هم میکنه.

    نقاشی کشیدن میتونه به کودکان
    در رشد مهارت ها و خلاقیت نقش مهمی داشته باشه.

    نقاشی و بیان احساسات

    بچها با نقاشی کردن احساساتی که با کلمات نمیتونن بیان کنن رو با نقاشی کردن بروز
    میدن ، اگر دقت کنین نقاشی کودکان
    در زمان خوشحالی و عصبانیت و غم و ..
    کاملا متفاوته و احساسات شون از روی نقاشی کاملا درک میشه.

    نقاشی کردن و دنیای خیالی بچها

    نقاشی باعث میشه که تخیل کودک فعال
    تر بشه کودک با هر بار نقاشی کردن
    بُعد جدیدی از دنیای تخیلی ذهنش رو کشف میکنه و با این شخصیت ها و
    فضای خیالی ارتباط خیلی زیادی برقرار می کنه.

    نقاشی و عروسک خیال

    ما در گروه عروسک‌ های خیال این طرح های منحصر به فرد از نقاشی های بچها رو به عروسک
    تبدیل میکنیم و رویاهاشون رو وارد دنیای زیبای کودکی شون
    این یک محصول ویژه و منحصر به فرد هست که طراحش خود بچها هستن و
    این احساس رو به کودک میده که رویاهاش قابل دسترس هستند و ذهنیت اش قابل اجرا
    هست.به کودک اعتماد به نفس میدهد .چون شما برای طرح و افکارش ارزش قایل شدین و اون الان یک
    طراح کوچولو هست که میتونه حاصل
    کار خودش رو بغل کنه.

    چرا عروسک ؟!

    یکی از اصلی ترین نیازهای کودکان
    ،بازی کردن هست. در فرهنگ های مختلف در
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    دربین تمامی اسباب بازی ها ، عروسک
    ها نقش مهم و متفاوتی در رشد و شخصیت کودکان دارند .

    عروسکها در ذهن و وجود بچه ها اثر گذارند .

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    عروسک بازی به شیوه درست و مناسب انرژی های بچها رو تخلیه
    میکنه و به انها آرامش میدهد.
    عروسکها در زمان تنهایی و ترس همراه بچها هستند و
    شبها در آغوش آنها به خواب میرون د.
    با انها به گردش و مهمانی میرن .
    ارتباط بچها با عروسکهای شان در دنیای ذهن و خیال کودک کاملا واقعی و حقیقی هست مثل یک دوست هم سن و سال خودشون.

    عروسک و خاله بازی (مهارتهای اجتماعی)

    بچه ها وقتی صاحب یک عروسک میشن با اون خیلی سریع ارتباط میگیرن و مثل یک مادر
    بهش رسیدگی میکنن.به ان غذا می ده،
    لباس هاش رو میپوشونن ، روی پاهاشون می خوابونن، موهاش رو
    شونه میکنن و با این خاله بازی تمامی اصول تربیتی و رشد رو تمرین میکنن و آموزش میبینن.

    بهترین دوست خیالی (تلفیق عروسک با نقاشی

    این یک عروسک ویژه و منحصر به
    فرد هست که طراحش خود بچها هستن و این احساس رو به کودک میده که رویاهاش قابل دسترس هستند و ذهنیت اش قابل اجرا هست.به
    کودک اعتماد به نفس میدهد
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    طراح کوچولو هست که میتونه حاصل کار خودش رو بغل کنه.

    این کار باعث همچنین باعث بالا رفتن هوش و خلاقیت بچها میشود و تلاش برای طرح ها و ایده
    های بهتر رو برای کودک به ارمغان میاره.

    حالا شما هم میتونین با سفارش
    این عروسک های جادویی برای عزیزانتون یک خاطره زیبا و جذاب رو رقم بزنین.

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