Rainforest Café … Cabella’sAquarium … The APPLE Store … Product Launch Events .. World Cup Soccer

The common element of the items above is that each creates a situation for the customer to get involved in something that is part of their lifestyle. Today’s marketer needs to create experiences to gain engagement. Experiences engage customers and show a level of empathy about the lives of potential customers. When MasterCard wanted to go into Latin America, it became involved in the one experience that means so much to them, soccer. With regard to experiences we need to listen, comprehend, and ACT.

When a major game company wanted to launch it new flagship product, it created the BUZZ in the heart of the marketing communications world, New York City and Times Square. The BUZZ over this product has been nothing short of phenomenal. Cabella’s is not just a great merchandiser for the outdoor’s enthusiast, it is a destination with an aquarium, an African Wildlife exhibit and a restaurant featuring game. It is an experience…a destination.

Experiences engage the customer, create excitement, Customers feel they are understood and cared for. Their inclination is to buy from the firm that enhances the relationship through engagement.