For better or for worse, from the glamorous coffee shop with free Wi-Fi to the hole in the wall restaurant with better food than a 4-star, our judgment of the best of any “thing” is directly related to our individual personal experience. Doing a quick snapshot of Trip Advisor (tripadvisor.com) will lead you to an unlimited number of mini feedback sessions regarding all things fabulous in any city. We carefully judge our upcoming planned event alongside the comments of “The beds were too hard, but the food was great at this all inclusive” or, “The ambiance was amazing, but the food was not worth the price!” In reading these opinions of experience, the reader may give a contributor a side-eye to anyone who writes a 3 paragraph report on everything bad, not identifying one good thing that happened in the experience. Especially when the majority of all other feedback is holistically positive (this would be me “judging you”, but I try to keep an open mind). Still, to each their own – isn’t that the point?! In reality, we all come into experiences with preconceived notions perhaps based on prior experiences or ideas of what an experience should be.
In planning any experience, the most successful approach is to lean into what creation would deem the project a success for that specific company/individual. One size does not fit all and, therefore, each experience should be crafted to fit the audience at hand. To do so, you need to identify a number of touch points, including what the audience is expected to experience based on sight, touch, smell, sound, and taste. That’s right – the five senses. Why may you ask? Simply put, the senses are what work together to evoke memories, creating long-term connections. It’s not just that your pop-up shop is selling the best logo based t-shirt, but also that your event to launch your pop-up shop includes the signing of each shirt by a local celebrity. It’s not just that the launch event for your hair care line includes your products, but also that there is a stylist on-site giving free consultations. Or that the grand opening of your salon has an open bar and offers 20% off for new customers. Or because your art gallery opening has an artist painting live, on-site. By branding your company using creative experiences, you are building long-term (positive) customer relationships for years to come. Be clear, creative work is an investment – but also know that “Legacy is greater than currency.”
 Gary Vaynerchuk, “Why Now Is The Time to Crush It! Cash In On Your Passion”, (HarperCollins Publishers – 2009), Page 127