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How to Create Marketing Experiences that delight and acquire customers
How to Create Marketing Experiences that delight and acquire customers

The insider information on how to create quiz experiences that delight and convert your ideal customers

Josh Haynam avatar
Written by Josh Haynam
Updated over a month ago

What if you could make a marketing experience so unforgettable that your audience was thinking about it all the time and just can't get it out of their mind? Mind share is hard to come by these days, but a marketing experience that captivates someone so much they just can't get over it is pure gold.

Over 12 years I've worked with the leading companies in every industry to create marketing experiences that move ideal customers from audience lurkers to activated customers.

Today more than ever it's important to create memorable experiences for your potential customers, they need to feel something when they engage with your brand, otherwise they'll move on to the next funny video or highlight reel.

You can't afford to be boring and impersonal, you've got to create an experience that keeps the person locked in to you when there are literally a million other options at their fingertips.

So how do you create an experience so compelling that it outshines the million other things on your potential customer's mind? Let's walk through it. These are all in collapsible sections to not overwhelm you. Feel free to open the sections you find intriguing.

Know your customers psychographics

Experiential marketing is impossible without first deeply understanding customer psychographics. Defined as your potential customer's interests, beliefs, attitudes, preferences, desires, goals, ambitions, fears, pains, life journeys, and anything else that makes them the person that they are.

You know the phrase, "help people get what they want, and you'll get what you want?" It's absolutely true, but you have to know what people want in order to help them get it.

And I'm not talking about surface-level wants, everyone wants more money, success, etc. but you have to go a layer deeper, hence the psychographics. Psychographics are the things you couldn't tell about a person by just looking at their stats on a sheet of paper. If you knew their demographics you wouldn't know their psychographics.

Why am I talking about this for so long? It's because your marketing experience has got to start with something your audience member or potential customer deeply desires. And your experience is a guide to help them get what they want.

So if you don't know what they want then you're not going to be successful. When I work with clients I only take them on if they already deeply understand what the ideal customer needs.

Here's an example from Gretchen Rubin, she's a 5-time New York Times best selling author who writes on the subject of Happiness. She knows that here audience wants to be happier. But she also knows that it's deeper than that. Her audience is aware that happiness doesn't just appear out of nowhere, you have got to set up your life in a way where happiness can exude.

Therefore, what her audience desires is a way to achieve happiness through means they can control. What she came up with is a Habits for Happiness Quiz.

Know your customers decision making style

Some people are to-the-point, others want to pontificate before making choices. It's important that you know which one your customers are because it informs the experience you create for them. I want to highlight two different examples here.

First one is from Nerd Fitness, they have "Find my coach" experience that helps you find the right fitness coach for your needs and goals. It's 17 questions, and very straightforward, asking about specific aspects related to fitness.

Here's another example, equally as good but in a different style from Advice with Erin. It's a career type quiz. This quiz has 29 questions and each question features a life quote where you can choose how you want to answer your affinity with the quote.

Every audience is different, your people don't like to be talked to and don't like to make decisions the same as any other businesses people. When you can tailor the way you craft the experience to the exact type of person you ideally would be working with, it not only signals that you understand your audience deeply, but it also makes a much better experience for the person taking your quiz.

Provide relevant education for each result

If there's one trend to truly highlight for 2025 it's the level of education each result or path of your experience should offer. Customers want a lot of personalized education in return for their time and engaging with your experience. The best quizzes provide this.

Here's an example from Gretchen Rubin's Habits for Happiness Quiz Experience

You can see the level of detail and specificity in the tailored recommendations, and this isn't even the whole thing. She also has many of these pages set up depending on which habit the experience recommends for the person engaging with the experience.

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