The question is often asked if metrics can be placed around the bottom line in regards to the improvement of the brand experience and the utilization of experiential marketing. One of the main points that I touch on in one of my experiential marketing presentations is a point that David Wolfe always used to drill in my head. Experiential marketing reflects a right brain bias because it is about fulfilling consumers' aspirations to experience certain feelings - comfort and pleasure on one hand, and avoidance of discomfort on the other.

So, let me talk about avoidance of discomfort for a second - $4.57 for a gallon of gas. This, for the first time, has gotten people to slow down on the highway - amazing. In essence, some people have reached their pain threshold when it comes to gas prices. Therefore, they have modified their behavior in order to keep it within acceptable levels. The notion being that people are now driving the speed limit ultimately helps them save money at the gas pump. In any case, they have modified their behavior to avoid discomfort and to keep it inside their acceptable experience levels.

Now, for a second, let's flip that coin and take a look at the other side. When a brand builds a strong brand using an overall experience strategy that helps consumers achieve positive feelings - they will change the consumers' behavior to be surrounded by things that make the consumer comfortable. The question is where does that brand experience threshold exist? What will it take to make them a loyal customer?

It may take a long time to figure out where that experience threshold is, but if brands set up the proper test matrix then they will discover what aspects of the brand experience gets people to change their behavior - they'll simply have to spend some time tinkering. Therefore, there can certainly be some qualitative research built around this experience test matrix. This will allow each brand to better understand which enhancements have the biggest effect on people's behavior in order to achieve maximum ROE.

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