Blog : Why Selling Emotions Instead Of Products Is More Powerful For The Brands

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 evidenced by a study carried out by neuroscientists at the Bernstein Center for Computational Neuroscience in Berlin, Germany, where the brains of 14 individuals as they made a simple purchase decision. They pinpointed concrete signs of brain activity up to 10 seconds before the participants realized their own choice. If the subconscious of the human being highly influences decision making, how are we connecting with the psyche of our consumer?

The answer in my concept is INTERACTION, the consumer must feel us in addition to seeing us, many brands advocate the sense of sight and leave aside the other feelings of the human being, a clear example of this, the digital advertising with which we are bombarded daily. If I were to ask you of all the advertisements you saw on your computer today, how many can you clearly remember? Most likely the answer is: almost none, and if we often remember ads is because of the degree of interactivity they gave us, an example of an interactive digital ad may 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 the interaction is, he is already living experiences.

A clear example of direct interaction with the consumer can be found at Disney, and its main motto is Wearing our guests' shoes, its marketing concept is to think and act as a user, each of the experiences that Disney transmits to us was previously evaluated from the consumer's point of view. What does my consumer like? How do I interact more with him? How to generate a reminder? Different studies agree that people, unconsciously, invest in experiences rather than products, so no matter how many qualities my sales item has, if it does not generate emotion in my consumer, they will not buy it.

How do I interact with my consumer? There are countless examples. Still, a key element is an INNOVATION; I allow myself to write it in capital letters because creativity here is essential. There are no limits when it comes to letting the imagination run wild (without neglecting the budget issue), simple ideas can generate great results, the important thing is to create omnichannel experiences (offline/online) in the consumer, stimulate the senses and emotions of people to create in them a unique experience that can only be achieved with said brand.

A great ally, when it comes to approaching the consumer, is brand activations. These can be carried out at events of different kinds, concerts, launches, or simply any day in public places. Activations not only allow us direct INTERACTION with our consumer, but they also open the doors to the media, we can be a trend in large social networks, I can assure you that the people who interacted with our brand will never forget it, They will continue to buy it and 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 through stimulating the senses to awaken endless emotions and feelings. And you, how do you manage to connect people's minds and hearts with your brand?