The Art of Staying Power: Turning Moments into Loyalty
Staggering but true: the average person encounters 4,000 to 10,000 ads daily but focuses on fewer than 100 (Colorlib, 2023).
Brands are constantly competing for space in people’s minds, but being noticed isn’t enough. The real challenge is staying memorable.
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, 2024). 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 | Showcasing your brand’s unique story.
Emotional Connection | Making people feel something real.
Target Audience | Understanding what drives your audience.
Two-Way Interaction | Creating a dialogue, not just a pitch.
Exponential Element | Encouraging organic sharing to amplify reach.
Reach | Extending impact beyond the immediate audience.
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
We worked with a growing fashion brand to design a multi-city pop-up series that introduced 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.
The Takeaway: Build Loyalty Through Experiences
Brands that prioritize intentional, emotionally resonant interactions create loyalty that outlasts trends.
