What does this mean for marketing? Well, the correlation seems obvious. Marketers can create brand experiences that target our neurotransmitters. The happiness we experience as a result of the experience will serve to reinforce a positive memory or association with the brand. This is known as experiential marketing.
Experiential marketing can take many forms: competitions, giveaways, events, product launches, etc. You can create an experience that requires your audience to dance, or a competition requiring music, and in return they can win a prize, points or a product. It targets those at all stages of the marketing funnel, from brand awareness, all the way through to customer loyalty.
It is therefore, on the one hand, a creative marketing tool, catering to all customers, activating happiness and creating experiences associated with your brand. But the effectiveness of experiential marketing can be more powerful still. It can also be used to engage your audience in your brand message, its values or stance on a particular topic.