The future is live. And if you still think digital is safer, cheaper, and smarter… you may be missing what customers actually want.

Dawn Farrow joins Alyssa Nolte to rethink the future of customer relationships through one bold idea: live, in-person experiences are not going away. They are growing. From concerts and festivals to pop-ups and brand events, people crave connection. They want to feel something real. If you sell anything, that matters.

This conversation is for founders, marketers, and leaders who feel stuck in a digital-first world. If you are tired of fighting ad algorithms and rising CAC, this episode will challenge how you think about risk, growth, and loyalty.

Why listen?

Because emotion sells. Because fandom drives revenue. Because your customers want more than clicks.

3 Key Takeaways

1. The experience economy is booming. Live events and in-person experiences are one of the fastest growing industries in the world. People want memories, not more stuff.
2. Fandom creates sales. When people feel connected, they tell others. That social proof can drive real revenue. Dawn shares how strong word of mouth can lift ticket sales by 30 percent.
3. Start small and focus on feeling. You do not need a massive event. A 15-person meetup can work. The real question is simple: how do you want your customers to feel?

Dawn Farrow works across the experience economy, supporting marketers who sell live events, theater, festivals, and immersive experiences. She also runs an in-person conference in London and leads training for experience marketers.

Connect with Dawn Farrow on LinkedIn. Follow On Sale Group on Instagram.

Connect with Alyssa Nolte on LinkedIn. Subscribe to Alyssa Likes to Talk on Substack.

If you care about rethinking how brands build real relationships, this one will stay with you.