Author archive for Jessica Heasley
The Psychology of Experiences: Mastering All The Senses
A neuroscientist a color expert and a feng shui master walk into an event... When you’re trying to strike a chord with audiences there’s a lot more to consider than just sight and sound. Marketers today need to think about all six senses. That’s right we said six. (Keep reading.)
How GE’s Water Tour Paid Off
GE Water trades in hundreds of trade shows for a paid proprietary event program. A look at how its first-ever World Water Tour is paying off Filters that turn salt water into drinking water. Mobile units that purify 600 gallons of water per minute. Miles of tiny membranes that reclaim waste water and save energy....
Tastemakers in New and Creative Ways
Product sampling programs target tastemakers in new and creative ways Street-corner handouts during rush hour and pop-up stands at fairs and festivals have long been the vehicles of choice for sampling campaigns. But to really catch consumers when they’re most receptive some brands are closely tracking attitudes lifestyle habits and basic need-states like thirst and...
Consumers with the Most Spending Power Are the least Brand-Loyal buying
Surprising research shows that consumers with the most spending power have the least brand-loyal buying habits. Four ways to engage the new upper crust Looking to woo the affluent? According to a survey conducted last fall by the Harrison Group and American Express swanky suites at equestrian events sponsorships of sailing competitions and après ski...