Moderator: Dave Collins – Fierce, sharp and insightful.
Panelists:
🌀 Suji Sanjeevan – Scent Marketing Specialist
💎 Adam Posner - Loyalty Specialist – Loyalty Expert
🎾 Xavier Muhlebach – Storyteller, Tennis Australia
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🕰️ 2020 – The Transactional Era
• Loyalty: E-commerce was booming. Loyalty meant points, cards and cashbacks. 13M Aussies were “frequent flyers and frequent buyers.”
• Scent: Barely noticed in marketing – a nice-to-have, not a strategy.
• Storytelling: Netflix ruled the world. Audiences craved content, but brands were still telling stories at people, not with them.
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⚡ 2025 – The Emotional Connection
• Loyalty: From transaction → emotion → identity. We belong to brands that reflect our values. It’s now about belief, behaviour and belonging.
• “Fin-currency” meets “joyalty” — saving time, choosing purpose, being part of a cause.
• Scent: The invisible differentiator. Brands now design the journey of smell — from car interiors to cafés, from memory to emotion.
• ROI = Return on Imagination.
• Storytelling: Tennis Australia turns matches into moments — real people, real emotion, told through creative, cinematic stories.
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🚀 2030 – The Multi-Sensory Revolution
• Loyalty: Communities, not programs. Co-created value.
• Think Lego Insiders, Kmart Mums, Eat & Donate initiatives — where loyalty serves a cause and customers become collaborators.
• Scent: The frontier of neuroscience and tech.
• Wearable scents for wellbeing, scent-triggered experiences in gaming, healthcare, aged care — even VR headsets that transport you through smell.
• “When your heart races, your headset releases calm.”
• Storytelling: Volumetric video and 3D immersion let audiences step inside the story. The line between brand, creator and consumer blurs completely.
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✨ Takeaway
The future of marketing isn’t about what brands say — it’s about what people feel.
Whether through a reward, a scent, or a story — connection wins every time.
#Referron bodes well in this mix
Raphaël Bismut Douglas Chrystall
#sxsw2025
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