Confex Future Focus event director Simon Farnfield gives Access a preview of what to expect at the launch show next week

By 2020 customer experience is expected to overtake price and product as the key brand differentiator. Our economy has shifted from a product-based one to an experience-based one. Offering a shiny new product or competitive price point no longer cuts it; in today’s competitive marketplace a brand can be built, or broken, on its customer experience.

Experiential marketing is enjoying somewhat of a ‘golden age’ as a result. Creating a compelling, authentic experience that connects with people on an emotional level has never been more vital. So much so, brands like Pernod Ricard, which owns Malibu, Absolut Vodka and Havana Club, are investing in long-term live experiences, often dubbed ‘experiential retail’, to engage consumers and bring its products to life.

The value of the live experience is a theme that will be explored in more detail at the inaugural Confex Future Focus conference and exhibition in Manchester. Speakers from Pernod Ricard, Make Events, Auto Trader and mclcreate will come together to talk about their experiences and share their predictions for the future.