Why Emotion Is Key in Experiential Marketing [Podcast]

February 4, 2019 Randy Frisch

In today’s crowded marketplace, no matter what your business offers, there’s a good chance that someone else sells a very similar product or service. What really sets a business apart is the emotional connection that they form with their customers.

Many businesses foster that connection with their customers by sending gifts. It’s a good way to capture their attention and remind them that you’ll go above and beyond to cater to them personally. According to this week’s guest on the Conex Show, if you’re going out of your way to send a gift, you should seize that opportunity to turn a nice gesture into a truly unique experience.

Jaycen Thorgeirson, Founder and CEO of UviaUs, joins the Content Experience Show to discuss building emotional connections through experiential marketing.

In This Episode:

How to Define “Experiential Marketing”

When people hear experiential marketing, they often think about on-site activations and event-based marketing. But Thorgeirson and his team at UviaUs consider it to be more of a one-to-one experience. By his definition of experiential marketing, it’s really more about understanding who your target audience is, what they’re passionate about, and creating experiences to engage them.

“We’ve heard the terms ‘human-based marketing,’ ‘personalized-based marketing,’ but really what we’re saying is ‘developing emotional connections.’” — @JaycenThor

Why Moods Are Contagious

In the episode, Thorgeirson explains what mood contagion is, and how it’s a neurological response to another individual. If you smile, it makes the person you’re talking to want to smile. This is something he thinks about when it comes to how his team delivers content, especially in terms of video content.

“In our nonverbal cues, we can influence another person.”


What People Really Connect With When It Comes to Video

Effective video content doesn’t require high production value. What matters is that you think of your audience and create something fun that gets them engaged.  

“People connect with emotion rather than production quality.”


Special Thanks to Our Sponsors:


For more insights from your favorite marketers, visit the Conex: The Content Experience Show stream.

About the Author

Randy Frisch

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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