About Experience Marketing / How It Works
How Experience Marketing Works
Research shows that when consumers feel good, they not only are more likely to buy "in the moment" they are also more likely to build a loyal relationship to the product or brand. Experience Marketing (EM) can create a "moment of truth" that leads to long-term loyalty.
Effective Experience Marketing
- makes an emotional impression
- drives sales
- builds relationships
The goal of Experience Marketing is to generate interest, curiosity, excitement, satisfaction, gratitude, or general goodwill. Positive physical and emotional experiences help consumers
- Feel more receptive to new sensations and ideas.
- Connect directly and personally with products, services and brands.
- Identify with a brand's personality and aspirations.
- Get motivated to share their positive impressions with others.
Experience Marketing Strategies
Experience Marketing strategies include:
- In-Store Event Programs.
- Brand ambassadors whose unique looks, talents or knowledge effectively communicate the brand's benefits and essence.
- Live tours and events that entertain, intrigue and engage consumers.
- Customer experience measurement tools (such as mystery shopping and customer interviews) that work to improve the emotional experience for consumers.