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SEE, TOUCH & FEEL: How to Measure Experiential Marketing

Ja-Naé Duane | @TheSunQueen

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More Money is Spent By Repeat Customers Verses First-Time

CustomersBain

67%

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Americans Think The Marketing Industry Behaves With Integrity

4As

4%

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MOST POWERFUL WAY TO INNOVATEExperiential marketing drives innovative ideas and revenue while building evangelists

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Of Consumers Share Information About Their Experiences with Peers

and Family Members EventTrack

71%

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ENGAGEMENT +ACTIVATE SENSES + EMOTION =DEEP CONSUMER CONNECTIONWhat is experiential marketing?

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1 BRANDS DON’T KNOW HOW TO CO-CREATE

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Of Users Feel More Inclined to Purchase After Attending an

Activation.EventTrack

98%

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PAY IT FORWARD WITH CHOCOLATEMilka believes that small

things make a big

difference.

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2BRANDS DON’T KNOW HOW TO INCORPORATE CUSTOMER FEEDBACK

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Of Unhappy Customers Who are Non-Complainers Simply Leave.

thinkJar

91%

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REINVENTINGRETAILLe Fashion Truck comes to

you.

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3 BRANDS ARE AFRAID TO GIVE UP CONTROL

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Of People Trust Recommendations From Individuals (even if they don’t

know them).Nielson

92%

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QUENCHING THIRST IN LONDONCarlsberg reimagines the

“pint” .

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1. Adds Value

2. Unique or One-of-a-Kind Experiences

3. Worth Recommending

4. Benefits are Clear

5. Experiences are Scalable

6. Created from Customer Feedback

7. Sharable

What Creates a Great Experience

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MEASURINGEXPERIENCES

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1. Awareness: Social Impressions, Brand Sentiment

2. Interest: Email Signups

3. Consideration: New Users

4. Sale: $$

5. Reoccurring Consumer: Increase in CLV, Increase in

Evangelists

Measuring Through The Sales Funnel

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Confucius

“I hear and I forget. I see and I remember. I do

(experience) and I understand.”

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THANK YOU.