XM = The Secret of Happiness!

Okay I may be over-stating…I’m a marketing person after all!  But there is some truth to the comment that XM = The Secret to Happiness. Experiences are the secret to happiness. So, think about this…

If we are in the business of marketing brands.

And if consumers (you, me and everyone else) are consistently proving in research, in our social media feeds,…that what we love more than anything are experiences because they give our lives, content, meaning,….stories,…

Then doesn’t it make sense that if a brand wants to connect meaningfully and sustainably with a consumer it should create relevant, shareable, immersive experiences?!?!?!?!?!?!

Research continues to show that all of us are spending more of our money on experiences than on things. Because:

  1. Experiences last – they are immortalized within our very being, they are indelible. Things fade, age, often need to be replaced,…
  2. People who have more frequent social interactions/experiences live longer
  3. Most experiences stimulate some type of learning or a fresh perspective – which makes life more interesting and amazing (mostly 😉 )
  4. Experiences breed more experiences – we try, we share, we try something more or something else and it keeps going. Experiences have a ripple or snowball effect and the momentum is infectious
  5. Great experiences deliver ROI – investment, imagination, inspiration,…I could go on and on

Experience really is the new advertising. Hence the reason a few years ago I coined the term Adversperience = the convergence of advertising and experiential marketing.

Bottomline, this is a secret we can unleash – so lets get to it!



GLOBALLY Live + Virtual OUTPERFORMS EVERYTHING (!) in Driving Acquisition and Purchase

This past week I attended the Sponsorship X conference in Whistler Canada.

Don Mayo of IMI presented some key highlights from ConsumerTrack 2018.

I trust it goes without saying that I had to share these key highlights (apologies in advance for the poor photography!):

1. XM/Sponsorship OUTPERFORMS Digital and Social in Driving purchase!

Since my photography is less than stellar here is the data:


2. Success/ROI is guaranteed when you combine Live + Virtual

In fact – Live + Virtual is more effective than price at driving acquisition and purchase!

Since my photography is less than stellar here is the data:

This is POWERFUL information.

We all hate competing on price. The facts prove that brands can win through an XM/Digital connection that not only drives purchase but also brand relevance and affinity – the Win is UNREAL!

Planning budgets for next fiscal? Your CMO may be more aligned than you think.

It’s that time of year…the much beloved and much dreaded “planning season”. It is when we review brand performance across every spectrum and determine how best to poise our businesses for short term (annual) and long term success.

To be honest, I love this stuff. I love the analytics, the charts and the problem solving, the challenges and then the ensuing strategic conversations that optimize the plan with the goal of delivering ever increasing ROI.

Needless to say, we are knee deep in many of these conversations with our clients as we support in the gathering of information, intelligence and dynamic, business building debates that are the foundation for all future plans.

Assuming many in the industry are going through this process I thought I would share some further findings that may be a catalyst for some fresh thinking/provide support as you head into plan development and presentations. Recent surveys on CMO mindsets may help support your cause:

  • 87% of C-Suite executives believe in the power of  live activations (Bizzabo 2017)
  • A growing number of CMOs expect to allocate up to 50% of their marketing budgets to experiential in the next 3+ years (Freeman)
    • Why (see yesterday’s post for more)? Because 93% of consumers claimed that live activations had a larger influence on them than TV ads (Statista 2016)
  • 90% of marketers agree that brand experience delivers strong face-to-face interaction and more compelling brand management (Freeman 2017)
  • 95% of marketers agree that live events provide attendees with a valuable opportunity to form in-person connection in an increasingly digital world (Bizzabo 2017)
  • The majority of over performing businesses (91%) place a greater emphasis on live activations as a marketing channel than underperforming businesses or businesses that are performing as expected.

I hope these facts give you the confidence to support investments in live experience – truth is – brands who are investing are seeing the results.

Stay tuned as I continue to share more facts over the next few days. If you require anything specifically do not hesitate to contact me.

When the research is consistently over 93% you have to listen

Some quick facts:

  1. 93% of consumers claim that live events have a larger influence on them than TV ads. (Statista)
  2. 98% of consumers feel more inclined to purchase after attending an activation. (EventTrack)
  3. 98% of consumers create digital or social content at events and experiences (and 100% share the content). (EventTrack)

The facts are resounding! And we need to listen!

When we create immersive relevant brand experiences that engage consumers the benefits are infinite.

We get to create a live ad that tells the brand story.

We can invite consumers to immerse themselves in our live story and in the process not only learn about our brand and create a meaningful connection but we also give them the tools to create a story of their own. This story then gets amplified…credibly…infinitely.

This is an Adversperience (the converging of advertising and experiential marketing). And in this world where we are inundated with over 15,000 messages per day it is the only way brands can break through.

The facts speak – brands that are listening are delivering incredible results.