As experiential marketers when we begin new adventures both personally and professionally - we do it because it feels right. In essence, we are connecting with our own internal emotional Rolodex and clearing our own "pathway to purchase" or final destination to get to where we feel our body, mind and spirit need to be. Experiential marketers just can't fake it. So, simply put, when the landscapes of our own lives change - we have no choice but to act. In my experience it is the experiential folks that are the most conscious and understand the importance of being true to self

We understand that by doing this we are controlling our own internal emotional equilibrium which therefore allows us to continue - to walk unafraid - from one day to the next knowing that we have sacrificed nothing while looking for everything to gain.

It is this simple principle which experiential marketers, using the transference principle, begin to understand their clients' intended audiences, what makes them tick, and relentlessly seek the "perfect moment" where to best regulate the external consumer by managing their emotional equilibrium by providing meaningful and relevant brand experiences where and when the consumer will be most receptive to it. We do this by relating their own extremely interpersonal consumer journey as they make their purchasing decisions.

It's the ability to understand that while it may be actual, tangible products and services that are moving off the shelf that it's actually the powerful moments of connections by marketers "selling the emotion" that allows this whole process to take place. I've always said that I've never sold a product or service, that I'm in the business of selling narratives and emotions - it is that strategy that serves as the salient differentiator between the monologue days of the 90's and the current landscape.

When the final curtain drops, as the customers are opening the trunk and putting their purchases inside, they will have bought what they have related to that fits in their budget, but it's a never ending challenge to search through the emotional Rolodex, the heart strings inside of the consumer base, to learn where to form those relevant connections - it's what will have your product/service in the trunk as Joe and Jane consumer make their way back home feeling more understood and that the actions that they just performed were much, much more than shopping - they were a fulfillment of self.

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