The atmosphere in the store is festive. Jingles are playing as shoppers navigate their carts through the crowded aisles. I am standing behind my demo table, full of great delicacies, some steeped in centuries of tradition and gastronomical delight, yet to be discovered by passing customers. When I invite them for a taste, they often turn to me with a mouth full of golf ball sized samples from the of pre-cut goodies put out by store staff (passive sampling). In many cases they have no idea what it was and their palate is compromised. This makes me wonder - Why do so many brands choose to spend the lion's share of their experiential marketing budget for the least opportune time of the year.
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