The Art of Staying Power: Turning Moments into Loyalty

Jan 10

Staggering but true: the average person encounters 4,000 to 10,000 ads daily but focuses on fewer than 100 (Colorlib).

With thousands of brands competing for attention daily, being seen isn’t the challenge. Staying memorable is.

That’s where experiential marketing comes in. Done right, it creates moments that people can’t forget - turning fleeting interactions into lasting emotional connections. But the magic really happens when those connections build loyalty, inspiring people to come back again and again.

**Why Experiential Marketing Drives Loyalty**

**87% of consumers say a brand experience influences their likelihood to buy more than traditional advertising** *(Limelight).* Why? Because experiences go further:
They tap into emotions, creating stories worth sharing.
They build trust and alignment with your audience’s values.
But loyalty isn’t only gained through a feel-good moment. It’s about creating relationships that grow over time. Experiential marketing achieves this by delivering meaningful interactions that inspire advocacy and trust.

The BETTER Model: Designing Experiences That Last

In her book Experiential Marketing, A Practical Guide to Interactive Brand Experiences, Shirra Smilansky introduces the BETTER model as a powerful framework for creating impactful experiences.

It focuses on six key areas:

Brand Personality: More Than Just Aesthetic.
Every experience should reflect your unique story, voice, and values in a way that feels authentic and distinct. Whether it’s through tone, visual style, or messaging, consistency builds familiarity—and familiarity builds trust.

Emotional Connection: Make It Mean Something.
People forget what they see, but they remember how they felt. Great experiences tap into emotions - joy, excitement, nostalgia - creating moments that feel personal and resonate long after the initial interaction.

Target Audience: Speak Their Language.
If you don’t understand who you’re talking to, you’re just guessing. Dig into what drives your audience - their behaviors, aspirations, and pain points. When experiences feel tailored, they feel meaningful.

Two-Way Interaction: Marketing With, Not At.
Experiential marketing isn’t a monologue - it’s a conversation. Invite participation through immersive elements, real-time feedback, or co-creation. The more people feel involved, the stronger their connection to your brand.

Exponential Element: Give People A Reason To Share.
Word-of-mouth is still the most powerful marketing tool. Whether it’s gamification, social proof, or shareable content, building in elements that naturally encourage sharing amplifies your impact far beyond the initial audience.

Reach: Make It Bigger Than The Moment.
An experience doesn’t stop when it ends - it extends through earned, owned, and paid channels. Whether it’s a post-event follow-up, user-generated content, or media amplification, the goal is to extend visibility and keep the momentum going.

The BETTER Model lays the groundwork, but real loyalty emerges when these principles come to life through intentional and memorable brand interactions. When storytelling, connection, interaction, and amplification work together, they transform a single moment into a catalyst for enduring brand resonance.

**Turning Moments into Affinity**

What sets experiential marketing apart is its ability to create a ripple effect. A great activation doesn’t end when the event does - it builds a sense of connection and alignment, opening the door to authentic, long-term relationships.

Design for Emotional Impact
Every experience should start with intention. Whether it’s joy, awe, or belonging, tapping into emotions ensures your brand resonates deeply.

Keep the Conversation Going
Follow-up touchpoints - such as personalized emails, social engagement, or exclusive offers - turn a single moment into a lasting connection.

Make It Shareable
Activations that encourage organic sharing amplify your reach. 92% of people trust recommendations from peers over ads (Neilson).

Consistency is Key
Loyalty isn’t built overnight. It’s the result of repeated, meaningful interactions that align with your audience’s expectations.

A Real-World Example

For a growing fashion brand, we designed a multi-city pop-up series to introduce their story to new audiences.

Here’s how it came together:

Immersive Installations

Interactive AR mirrors let attendees explore personalized styling, creating memorable, share-worthy moments.

Unique Entertainment

Live performances from up-and-coming artists set an engaging, energetic tone that reflected the brand’s identity.

Limited-Edition Drops

Exclusive on-site merchandise gave visitors a reason to act fast, driving excitement and boosting sales opportunities.

The results?

40% increase in brand awareness, 28% rise in website traffic, and a 15% uplift in sales from the exclusive product line. Social media buzz from branded hashtags generated over 2.4 million impressions, helping the brand connect with new audiences across markets.