1. Marketing is changing
Brands are being built around how
consumers’ experience them

2. A changing approach
PASSIVE ACTIVE
Push Pull
Quantity Quality
Buy Impressions Create Experiences
Grab Attention Give Attention
Talk to Customers Listen
Communicate Values & Build Relationships
Benefits
Source: www.expagency.biz

3. Experiential engagement inspires
advocacy which leads to
word of mouth.

4. Building Advocacy
• Find the right people
Influencers • Understand their motivations
• Create experiences that engage
Connections • Create experiences that inspire
• Provide ways to spread the
Tools message

5. What works
10% of what they READ READ
Newspapers, Radio,
20% of what they HEAR Magazines & Email
HEAR
30% of what they SEE
VIEW IMAGE
TV Advertising, Video
Programmes
50% of what they HEAR & SEE
WATCH DEMO
70% of what they SAY & WRITE PARTICPATE IN WORKSHOPS Internet
90% of what they DO EXPERIENCE A LESSON Experiential Marketing