Why Experience Marketing Works

The average person 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today. With ads popping up everywhere in our daily lives – television, radio, newspapers, billboards, cell phones, the Internet – it’s no wonder consumers are growing numb to conventional advertising. Consumer Experience Marketing breaks through the noise of conventional advertising.

In an age when consumers are bombarded by advertising messages, Experience Marketing (EM) offers something different: real-life experience, whether it’s tasting a new kind of granola bar, or chatting with a savvy sales associate, or smelling a distinctive cologne. By reaching out and engaging consumers directly in environments where they live, work, shop and play, EM cuts through the clutter.

Here’s why effective Experience Marketing works:

• It’s emotional. Research shows that consumers respond to brands that engage them on an emotional level, making them feel the brand’s attributes through experiences and sensations.
• It’s personal. Experience marketing can help companies speak directly to consumers and tailor their message to the consumer’s own needs.
• It’s social. Experience marketing leverages word-of-mouth networks and helps create “buzz” among peer groups within target audiences.
• It’s immediate. Experience marketing events can reach consumers at the point of sale, when they’re in the right mindset to make or change a purchase decision.
• It’s meaningful. Experience marketing helps consumers make informed choices and decide for themselves why a brand is relevant to their lives.