Franklin startup launches Greater Nashville-focused event app

A Franklin startup has launched an app to foster more innovative, FOMO-marketing tactics among Greater Nashville-area businesses at a time when those tactics appear more attractive to companies who need help re-engaging consumers.

Founded by former music business executive Jennifer Haarbauer in January 2020, Lifeogeny is a direct business-to-consumer marketing facilitator whose new platform, launched in May 2021, helps businesses capitalize on what Haarbauer and some in social media and e-commerce marketing call the “experience economy.” The first use of that term is typically attributed to a 1998 article by James Gilmore and Mass Customization author B. Joseph Pine II, both known for penning a book entitled by this term and the latter also known for the 2009 TED Talk, “What Consumers Want.”