by Elizabeth Helsley
WHAT’S HAPPENING
- Experience-based marketing, which allows consumers to interact by touching, feeling, hearing and sharing, is increasingly gaining popularity in Mexico. A number of brands are toying with this relatively new concept and giving consumers a wider experience of the product.
- Hasbro, for example, employed experience marketing techniques during Mexico’s previous holiday season by creating mini toy villages in supermarkets, where children could play and take pictures with their favorite characters. The pictures were available for download on a special Hasbro site, where children could share them with family members and friends via social media (AltoNivel.com.mx, 15 August 2012).
- Mexican consumers are known for their brand loyalty, but companies believe that by giving potential consumers a positive sensory experience in addition to a great product will not only increase sales but also foster stronger brand loyalty.
WHAT THIS MEANS TO BUSINESS
- Mexican consumers are becoming more demanding, and having the best product at the best price is no longer a guarantee of brand loyalty. Advertisers are stepping up and providing consumers with experiences that they will remember and discuss within their circles of influence.
- In a world where consumers are being constantly bombarded with advertising, brands are having to be more creative to catch their attention.
RESOURCES
