“You’re drinking what?” My husband had gone to grab a beer at a recent music festival, but returned with gin – an unusual choice for him in any venue. He had surprised himself, too, but he had been fascinated by the Hendrick’s Gin booth and decided to give it a try. This booth, he said, as he handed me a deck of playing cards branded Hendrick’s, was something I had to see. And, he was right.
There, sitting in the corner of the “food truck park,” was Hendrick’s three-story exhibit. It was rust-colored and decorated with large cogs, yet reminiscent of an old saloon. My eyes immediately went to the roof, where bearded men wearing top hats and aprons blew bubbles and threw flower petals. On the second floor, women in the same outfits and sunglasses kept cool with antique hand fans. And, on the ground, other event staff served up craft cocktails to people who came in droves to buy them. Some may have done so with intent. But, many passersby, including my husband and several friends, were unexpectedly drawn in by the live brand experience.
No matter the reason, it was easy to see their attendees’ satisfaction topped that of festival-goers who waited in long lines at other booths. In short, Hendrick’s Gin offered value not found with most other brands on the festival’s grounds.
The Value of a Live Brand Experience
A live brand experience has the ability to provide value for all involved. For consumers, it fulfills a universal human desire for a unique experience. After all, more and more people are choosing to buy experiences over products. Experiences tend to make people happier for a longer period than a physical purchase. Experiences also leave lasting memories and result in greater bonds with those who share in them. Read More
