Beyond digital: How hands-on experiences help build your brand

When I first worked on the agency side, surrounded by some of the best and brightest minds in the industry, many of whom still remain my mentors and inspirations, I recall strategising ways to help an electronics brand cut through the noise and drive sales for their handsets (what we now call smartphones). Even 20 years ago, it was clear: research was increasingly happening online, through websites, forums, and social channels. Consumers would head into the store already armed with opinions shaped by what they’d read and watched. That online research significantly influenced their purchase decisions, even back then.

Our challenge? To influence minds in the “telco alleys” of Westfields and similar shopping destinations, to give it one last shot before the customer made their final decision. We understood that, for many customers, conviction could only be shaken by putting the phone directly in their hands. Watching someone interact with a product sparks curiosity, and a tactile experience can override even the most stubborn preconceptions formed online.

Equally important and often overlooked, was empowering the retail staff at destinations like JB Hi-Fi and Harvey Norman. It wasn’t enough for customers to simply try a product; staff needed to truly understand, use, and like the handsets themselves. Through comprehensive training, they became not just sellers but trusted advisers. When staff could confidently answer questions, demonstrate features, and share personal recommendations, conversion rates jumped and customer satisfaction increased. Well-trained teams are proven to increase both revenue and customer loyalty, simply because shoppers feel supported and informed.

Why hands-on product activations beat online alone

1. Creates memorable and emotional connections

Hands-on activations immerse consumers in real experiences with your brand, engaging their senses and emotions far more effectively than static digital ads or online reviews. Brands that engage customers physically are more likely to create lasting emotional bonds; research shows that 87% of people remember a live brand experience more than a TV ad, and 85% are more likely to purchase after engaging first-hand.

2. Enhances product understanding

Many buyers struggle to grasp a product’s true value solely through descriptions or videos. In-person demos clarify how a product works, making its benefits tangible and relatable. When customers can see, touch, or try a product for themselves, their understanding and confidence grows dramatically.

3. Drives higher engagement and immediate feedback

Hands-on activations capture attention in ways most online content simply cannot. They can keep potential customers engaged longer, and offer brands direct interaction to gather real-time feedback, an excellent opportunity to refine offerings and strategies.

4. Converts interest to sales

Experiential marketing doesn’t just create interest, it boosts sales. According to the Event Marketing Institute, 98% of consumers say participating in an experience increases their likelihood of purchasing. Event-only discounts, samples, and special offers at activations further incentivise conversions.

5. Amplifies impact through social sharing

The physical experience is just the beginning: hands-on activations are social media magnets. Attendees naturally share their experiences online, creating authentic word-of-mouth buzz and exponentially extending the campaign’s reach beyond the live event.

One of my favourite sayings that I stand by is ‘seen by few, witnessed by many more’.

The bottom line 

Online research and social media set the stage, they educate and inform. But nothing replaces the spark and certainty that comes from direct, hands-on experiences. Activations provide the emotional connection, deeper understanding, immediate feedback, and authentic trust in ways digital channels alone cannot replicate. In a crowded landscape, genuine engagement at every touchpoint is what transforms passive interest into loyal advocacy and ultimately sales.

Want to discuss how hands-on activations can elevate your brand - Book a call.