Earlier this year, two different organizations formed to support people practicing word-of-mouth marketing. Now for people interested in the customer experience, there’s the International Experiential Marketing Association, which is part of Sales and Marketing Executives International.
The IXMA shares insights daily with free-thinking business leaders in preparing for profound changes about to challenge traditional advertising and marketing. The IXMA is a forum for radically new thinking about how brands are introduced and sustained. The IXMA shows how experiential marketing (XM) uses credible voices, sensory experiences and respect for the consumer to bring brands and their essence and benefits to life, and to create direct and meaningful connections between companies and their customer. Importantly, we strive to find new ways to measure and quantify the brand impact and purchase intent stemming from XM that go beyond traditional ROI metrics, to focus on the equity-building ideas of ROE the Return on Experience.
The organization is so new, that its Web site right now is no experience. Curious what the new member experience is like.
[via Decent Marketing]