I am writing this blog post, legs comfortably extended, in seat 12F on a WestJet flight from Sin City. Being 6’4” tall, leg room is always a challenge on any typical flight, but this time I sprung for one of those coveted exit row seats. I was in Las Vegas for my annual golf trip with a dear friend from high school. While I wasn’t technically working, I was definitely working it. Okay, I’m kidding, but Las Vegas is a pretty “unique” place when considering the topic of marketing.

Design is everywhere in Vegas. I love seeing the outrageous buildings and the branding and design for hotels, restaurants and entertainment acts. From logos to architecture, menus to billboards, they all inspire and motivate me to design some really cool stuff.  Seeing all of this amazing, and at times over-the-top design, I couldn’t help but ask myself the question, “How does anyone choose a restaurant, hotel or show based on what they see?  In Las Vegas in particular you see hoards of advertising in various mediums, some would argue ad nauseum, particularly the hand-slap flyers “in-your-face” technique, but it’s Vegas and I digress.

There is no doubt that any company that cares about how their brand is presented will be more successful. Caring about your company’s brand, whether it be the logo, marketing materials or website sends a very clear message of professionalism, customer service, and attention to detail. But what if competing businesses are vying for the same dollar from the same customer? What I witnessed in Vegas is that great marketing sells an experience not just a product or service. The marketing for Gordon Ramsey’s BURGR, a Chez Koop Vegas Top Pick, sets your expectations high for your meal. From their modern website, to their well-designed logo and advertising, you go into the restaurant with an expectation that your experience will reflect the quality of their marketing. And it doesn’t stop there. They then have to follow through on their experience up close and personal, and they don’t disappoint. They have a great menu, both in design and selection, great service and delicious food. All of this together validates the “experience expectation” that their marketing created. This is why customers leave BURGR feeling like they had a great experience and how repeat customers are made.

It is no surprise that today, more than ever, people are inundated with marketing through various mediums, and while it is a challenge to be heard through the noise, it is possible. If it weren’t, Vegas would be full of empty shops, shows and restaurants. By having a strong and well thought out marketing strategy, supported by a great experience, your brand can cut through the noise and create loyal customers who are eager to share your message with others.