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August 7, 2014

The Human Connection Can Never Be Replaced

A hot topic in the experiential industry is promos going digital. The digital age is definitely upon us and with mobile technology, more and more brands and agency are using digital aspects to enhance their activations. Digital and experiential have become a match made in marketing heaven but one thing is for sure- digital can NEVER replace “the human connection” in experiential marketing.

The “human connection” is that moment when a brand ambassador and consumer meet.  It’s a critical moment—one that we take a lot of time to consider and analyze, because we know that having just the right person, the right message, and the right experience can make that moment perfect, lasting long after the initial engagement. Here at Hype, we call that the “hype effect”. That moment is something that can never be replaced with technology, right?

Definitely. During activations, brand ambassadors are there to attract the brand’s target audience.  Think about the last activation you experienced. Wasn’t it nice to have a friendly face talking to you instead of an automated voice? Brand ambassadors get people talking about a product in person. Word of mouth is still one of the most powerful forms of marketing and the face-to-face interaction helps to build credibility between brands and their consumers- something a computer can never replace.

From a brand’s point of view, having brand ambassadors make sense. It allows representatives of the brand to be in various markets at any given time and as a result reaching more their current and potential consumers.  Brand ambassadors help improve social standing and brand recognition in the field.

While it may seem the digital world is taking over, they will never replace the “human connection”!