If you were one of the many attendees at this year’s Experience Marketing Association’s Annual Conference, you came away with a greater understanding of and admiration for the power of sensory marketing. Held at the beautiful Ocean B Resort in Fort Lauderdale, Florida, this years’ conference encompassed many topics, offering a multitude of answers to many questions regarding the associations’ rebranding, our broader focus and the many opportunities this new path provides.
Pay attention and you’ll realize how our senses work together. It’s evident in conversations. A candy bar, a car, a deal or a song might all be labeled as ‘sweet’. An insult is ‘cold’, an unloving individual ‘frigid’. Tell someone you’re feeling blue and they understand your mood. When Olympic snowboarders defy the laws of physics with moves that make most of us cringe, we hear descriptions that include ‘tasty’ and ‘sick’. These abnormal applications of adjectives and adverbs have been happening for a long time. We know that what we see and what we hear are actually intimately connected...and we’re learning how even sound and smell come together.
Conference, convention, commercial collaboration, or corporate congress; you know what they say about a rose with a different name. No matter what moniker you attach to a gathering of professionals from around the globe, conferences remain a vital contributor to the health and welfare of virtually any and every industry. In a marketplace inundated with social media options and instantaneous communication...why the need for a gathering? Here are just a few reasons a conference is even more imporitant today.
As the customer experience phenomena continues to redefine the way businesses deliver services, marketing professionals throughout every industry leave no stone unturned in their search for a more personal approach. They realize that customers no longer gauge service quality exclusively by comparing businesses that provide the same products and services. Today, companies are measured against any and every business that constructs and delivers an exceptional customer experience. Unless we’re listening to the innovators within the customer experience arena we’ll find ourselves wondering how we missed the mark. The Experience Marketing Association is taking careful aim and paying close attention.