Often, we find that the leading brands in generous amounts of graphic advertising, television commercials and radio and even recently began to arrogate to the purely digital world. That is, to advertise their campaigns, sales through the Internet. Be on platforms such as social networks or directly creating a new site that fully exploit the new product for sale or an existing product Afloat in desire to increase sales.

No beating around the bush.

Out of love and devotion they feel creative work teams or not, that produce the parts we are happy or not, to see the street, radio, television or the Internet itself, the primary objective of which is simple . Sell. This is what the client hired the agency or person wants. And that is what should occur.

But the bottom line, focuses on how times have changed. People's attention is diverted at high speed because of the great offer that is constantly.

The television itself is a constant barrage of products and offerings. Within the selected program and beyond.

The radio, is no exception to this. The songs are placed in groups (like the top 40 or the retro) and sponsored by this or that brand.

On the street, walking, you can see an infinite number of posters, charts, stickers or whatever they sell us products and services, sometimes a traffic light changes color.

And the Internet, has exploded to the point that the very possibility of opening a lot of tabs at the same time produces in whom is as a user, that attention is divided between your facebook, your twitter, a game, a messenger, the daily digital, and we could continue indefinitely.

So what is to generate an experience?

Brands, creative and independent have understood perfectly, that the best way to capture our attention and to get loyalty and public participation is to generate an experience. lo hablarnos por cada sentido del producto que deben comunicar y vender. That is, there s or speak for every sense of the product to be communicated and sold. But, quite the opposite. , suena raro . Try to mention it as little as possible; s t, sounds weird.

The reality is that, create an experience with the brand and its product, is based on offering something to the customer and potential customer (that can be a buyer or a simple diffuser of the idea) that goes beyond the simple "I'm trying to sell it, buy it and that it be attractive to enter, enjoy what is offered and to participate.

But part to what extent?

And the point is defined, often, the user. Since either within the (say) website that has created the brand where you can upload photos, videos, songs made and sung for yourself or your group of friends. Where you can "send to front" to a number of people or even praise them. As well as giving the opportunity to discuss the ultimate product of the mark and that he would change. Generating discussion and participation. Giving it to the public the feeling of belonging, of importance in the generation of what you want. Achieving the same time an experience with the brand. And not just the sale. But that actions are generated off-line (in public) where the product is set to be tested by the public themselves. Tested, so to speak, for the most fanatic of the brand to the more negative the group that disparages everything.

And at the same time, giving the possibility of public involvement with the brand, a move all generated by the audience itself is created. Getting to videos made by them, blogs devoted to that product and that brand. A social networking groups, conversations, and why not?, New ideas for the product itself.

So when it comes to create an experience, we talk about this. To get the product synonymous with the sale, selling and selling. And make it accessible, participation and to leave something of interest to those who follow the brand and product or not.

It may seem strange and even this may not believe it. But suffice to say that sports brands are adept at this system. Creating marathons, sports days. Flavored drinks creating moves that involve groups of friends. Drinks with alcohol, resulting in "day" or exploiting the dates as "friendship day" and others.

Yes. The brands have realized that the best way to reach the public, and not based on the simple and creative graphic generation, commercial and retail sites. But to generate an experience that engages your audience and generate a movement by themselves.

Author: Martin Castellani

At no time in particular, in the comfort of home with a good music floating in the air, a cup of coffee, maybe a beer or a glass of wine, and seasoned space provided to rigging of its owner, accompanied by a few friends, those who want to hear, yet are willing to listen, always reassuring statement that says that being at home and confidence can say what you want, doing the honors going to an occasional banal conversation, some laughs, the stories of the previous night, trips of work, the sights of the street, various outbursts ... The best time to strengthen old friendships, and how not to lay down the future. So you live on Twitter!

A community that in 2010 good volume has increased its number of users , and that through diversity in the use they have given, have cores made of various kinds have begun to give way to real virtual communities that feed and feed back from simple sentences consisting of 140 characters.

Communities with strong ties perhaps more than any other network, because what unites them, primarily, are the similarities, whether musical, professional, political views on sites, restaurants, events that some are more deserving of laughter , and others, of controversy, in Twitter about everything, and in a consumer society like this, the marks could not be overlooked, for them, this platform is the ramp on the edge, where its absence or his wise presence, can be disastrous fall to the bottom rocky, or catapult to begin a journey that will take the heights across the gulf, where its effectiveness during the flight, the landing and stay right on the other hand, depend on a correct alignment between each step, one pair of shoes that you, the quality of the catapult and some other knot well done on the road, a good flashlight and a spare pair of socks to keep feet dry and to put together a good torch that illuminates them during nights on the bleak roads that will have to go.

No longer a secret to anyone, now marks the stations are no more messages, now is the consumer who has the leadership, who can grow or shrink.

The brands have become a part of their evolutionary process where they have achieved their impersonation humanization and have their own identity, values, behave and speak in a way, are part of certain social, economic and cultural everyone making or leaves depending on their affinity and empathy, are formed links are now friends, are friends, are complicit, have had to learn to listen, know how to respond and demonstrate its effectiveness as a conciliator, especially when going through a rough patch in the relationship .

This is why it is so important that the marks are not left out of this new fusion, you can not get her back into the abyss, where, while some were catapulted and reached the other side, others are released into the air kicking desperate for the final fall. That does not happen that last, if you're a brand, better grab your spare pair of socks, wear a hat, pull out your parachute and never forget to go hand in hand with an experienced guide, well, surely , will reach the other side safely, but above all it will to survive during this interminable, but rewarding way is to mark.

Author: Jessica Noreña