In our latest Advertising Playbook, we explore how marketers can resonate with customers by providing them with memories

In an age of consumers seeking adventure, companies are discovering that occasionally focusing on experiences, instead of products, allows them to draw in and entertain customers in a new way. In PSFK's Advertising Playbook we examine and explain the importance of Third Space Communities for capitalizing on consumer desires without pushing any products on them.

When trying to understand customers, it's important to know that they create a community of their own, and as a community, they enjoy the opportunity to share experiences with each other. More and more brands are beginning to understand this and are catering to the desires of consumers with experiences. With Third Space Communities, the events don't even have to be linked with the brand's products directly, instead the event goes on with the brand simply existing in the background.

Financial services provider American Express did a good job of showing that an event doesn't have to be centered around the brand with its take-in popup presented in Helsinki, Finland. In connection with Wolt, a food ordering and delivery app, the take-in sought to end the problem of large groups not being able to agree on a style of food for dinner. Take-in allowed customers to order from different venues but still eat together at the same restaurant.

Mary Nguyen, an industry expert, points out, “As the digital world rapidly develops, the importance of human to human connection, in conversations, events and meetings, becomes more important.” That is certainly true; while it's exciting to be a part of the revolution occurring technologically, brands should still be aware of and cater to the fact that humans seek interaction. Reebok capitalizes on this sentiment with a retail store that doubles as a community gym, and KLM is doing something similar with its in-airport holiday meals for solo travelers.

While it's easy to be wrapped up in promoting products, brand owners need to understand the importance of resonating in the minds' of consumers with unconventional methods. Offering experiences carries a lot of weight in the current market, and almost any company can benefit from implementing this strategy.

Read more about Third Space Communities in PSFK's Advertising Playbook!

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In an age of consumers seeking adventure, companies are discovering that occasionally focusing on experiences, instead of products, allows them to draw in and entertain customers in a new way. In PSFK's Advertising Playbook we examine and explain the importance of Third Space Communities for capitalizing on consumer desires without pushing any products on them.

When trying to understand customers, it's important to know that they create a community of their own, and as a community, they enjoy the opportunity to share experiences with each other. More and more brands are beginning to understand this and are catering to the desires of consumers with experiences. With Third Space Communities, the events don't even have to be linked with the brand's products directly, instead the event goes on with the brand simply existing in the background.