Experience is Not "Experiential"

So this happens all the time. I go through my lovely Experience Economy Marketing Framework (just ask- I'll happily show it to you too) and the audience says, "Wow! That's ah-may-zing...but we aren't doing more experiential" or words to that effect. 

Oh really....

Forester lists "experience" as the number one criteria for retail purchase. US Govt. statistics show companies with "positive" experiences outperforming the median by 36% (and almost 80% more than laggards) and experience vendors are the fastest growing sector of the economy. So,what gives?

Experience is a combination of personalization, participation, sensation and memory. When consumers say they want "experience" they mean that they want to focus on what they should be doing WITH a product or service, how it can impact them, how they should participate with it, and what memories generated doing so will create.

Experiential, on the other hand, is really the business of exhibit marketing. While it's grown, it still really boils down to "babes, booths and bands." While that's a great way for brands to meet consumers, both B2B and B2C, it has very little to do with the actual experience of a brand or product.

Certainly, experience encompasses "experiential" and the lessons cross apply. However, finding ways to teach appliance owners how to host a dinner party has very little to do with Design and Construction Week and helping new parents plan a day at the beach (along with helping them use their child safety seat) isn't the LA Autoshow. 

Maybe you have enough spending going to "experiential" but I guarantee that "experience" is being underserved.

Be Bad Ass.