Living room training
Brands are becoming human
What accompanies us constantly in childhood — learning and understanding new things — often gets a bland aftertaste in adulthood. Unimaginative teaching content on employee training courses in the same seminar rooms over and over again with filter coffee and dusty cookies. Or lost all alone in front of a monitor in the webinar while trying to crack the new solitaire level at the same time.
Training was neglected for a long time and integrated into everyday work as a necessary evil. Increasingly complex structures and products, as well as employer branding, have brought about a turnaround here. Training employees, retail networks and even consumers is now often a central part of corporate communications. It is not only important to impart knowledge, but also to anchor it sustainably. This is as cost-effective and innovative as possible. The industry's trendsetters rely primarily on the human and emotional components — with tremendous success.
The perfume brand Alia followed a striking example of this approach. With a 1:1 replica of the artist's living room and creative room, the brand visited selected perfumeries for the product launch and invited visitors to the mobile showroom. The special aromas and the story behind the creation were brought to life — in an elegant living room atmosphere. A WOW experience for retailers and consumers themselves. The significant increase in the quality of advice and the resulting sales figures were almost decorative accessories. Training in an original atmosphere right on the doorstep of the target group without travel costs and loss of time for training participants is a refreshing and promising new development both within the company and in the dealer network after cool seminar rooms and dreary online offerings. This is how cost-effective training with a certain fun factor works!
