Making memories

Scott Galloway, clinical professor of marketing at the New York University Stern School of Business and founder of business intelligence firm, L2 Inc, recently proclaimed that “the biggest threat to retail is experiences”. As wages remain stagnant and the cost of living increases, consumers are choosing to spend their money – and their precious time – indulging in unique experiences they can then share with friends and followers. Latching onto this shift in spend are brands that understand that in order to cut through their consumers’ attention walls, they must provide people with something different.

Enter: experience marketing.

In 2017, experience marketing was on the rise worldwide. A study by EventTrack found that 78 percent of marketers use experience marketing as a vital part of a brand’s advertising strategies and, more importantly, 98 percent of users feel