Digital signage could be 'instrumental' in live brand experience

Date: 14/08/2009

Organisations looking for inspiration on their next corporate events management-led live brand experience ought to consider the importance of digital signage, it has been said.

Miele, the German producer of high-end domestic appliances, has revealed it will be opening its first multisensory live brand experience at its first Inspirience Centre in the Netherlands, utilising sound, vision, smell and interactive activities to allow the consumer to bask in the company's ethos.

Luc Heijnen, a concept design expert of multisensory experiences at Troades, who worked with Miele, said of the initiative: "Their recollection of their experience and of Miele will be individual to them and as long as the experience was meaningful, helpful, timely and relevant.

"I'm convinced that this will build brand loyalty and that over time, that recollection and loyalty will be evidenced through referrals and purchases."

Last month, Jen Zorger of Advantages magazine highlighted the importance of brand ambassadors as part of a live brand experience, stating that they drive forward the popularity of any campaign through their personable qualities. ADNFCR-2060-ID-19313813-ADNFCR