Marketing is shifting from passive to active approaches that create experiences for consumers rather than simply pushing messages. By focusing on quality over quantity and building relationships through experiential engagement, brands can inspire customer advocacy and positive word-of-mouth. The most effective marketing involves consumers directly in experiences, as people retain 90% of what they do as opposed to just 10% of what they read.

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