Proponents of experiential marketing all talk about the power of the practice to get new customers. The annual surveys promulgated by Jack Morton generally focus on the astounding effectiveness of XM — events, sampling and demos, mostly — on getting people to try products, buy them and recommend them to their friends.
Now comes rumblings in various industries that XM is a vital part of keeping customers, not just acquiring them. In this article from AutoWeek, the director of brand innovation for VW is introducing a new post — director of experiential marketing — to make sure that VW owners stay in the fold, and using events and the web to do so.
Stay tuned for more stories like this coming from electronics, household goods, luxury market and fashion industries. It’s a whole new marketing ball game.