Earlier this month, I’ve attended the 16th “Journée Internationale du Marketing Horloger” in La Chaux-de-Fonds (you know, the other watch capital alongside Biel/Bienne). This year’s theme was about experiential marketing, which can be defined as a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer.. Which industry could more qualified as one which sell so expensive products? A program mixed between presentations from research institutes and industry experts gave the non-geeky audience (yeah, this time, no more than 3-4% of the audience had a Macbook on his knees!) some insights about the topic. Independent of how much efforts the brands put in the experiential marketing strategies, people always stay master of their experience. An interesting formula was presented: a lived experience is the result of People x Object x Situation. What is to learn there ...