- if you’re selling food, let customers taste it, don’t just tell them it tastes great

- if you’re selling cars, let customers drive it, don’t just show them young people driving with the top down to rock music

- if you’re selling ______, let the customers use it … 

you get the picture…  in the age of the modern digital consumer, experiencing the product is more important than ever, because these consumers talk amongst themselves, distrust advertisers, and do a ton of research online …  letting lead adopters try your product and then encouraging them to talk about their experience in public places (e.g. online) so others can listen and learn … should be a fundamental part of every marketing plan and in every marketing mix. 

continue reading about experiential marketing by Augustine Fou

additional article on ClickZ “Experiential Marketing.”