When distilled down to its simplest form, marketing has always been about creating customer experiences. Our jobs as marketers is to use emotional intelligence to create a memory or impression for the consumer, so when they're purchasing, ordering, or commenting, our brand is top of mind.
At Patrón Spirits, we have a 70 percent share of the premium tequila market in the U.S., the very category we created almost 30 years ago. So our challenge isn't overall awareness, but rather how to keep our fans and customers excited and engaged with our products, while reinforcing why they chose us in the first place.
One of the ways we're doing that is by using virtual reality (VR) to connect emotionally with our customers. VR lets us raise what you might call our "brand EQ" by telling an authentic story that creates an indelible experience for people who engage with us through different online channels.
Read the full blog post by Adrian Parker
Adrian Parker is vice president of marketing at Patrón Spirits. He was a participant in The Future of Experiences, an Adobe Think Tank program held in Cannes, France. You can learn more about Think Tank by Adobe here.