Experience Marketing

The aim is to allow consumers to experience the brand in a unique way, enhancing the brand preference amongst those customers that really matter
A brand should offer emotional, cognitive, lifestyle-oriented, associative and senses-oriented experiences to the consumer where the worlds of sport, culture, social commitment, entertainment offer excellent opportunities
At the core of experiential marketing way of thinking : (1) the customer is the central key element in thinking and acting and (2) we create a brand preference by emotional experiences
Experiences are memorable and personal. An experience occurs when the customers involvement results in a lasting impression. He or she is touched on an emotional, physical, intellectual or spiritual level
Experiences derive from interaction between the event and an individual. Two experiences can never be the same
Communication channels become experience channels