Advertisers will tell you that Impressions is the word used to describe the visual experience, impact and value of a created image or message. The more views the message or image receives, the better or more valuable. Think of Super Bowl Commercials.
As true as this is, I like to take this train of thought to a deeper more meaningful level. People interact beyond what they see that is trying to sell them something. They experience through what they come in touch with; conversations, events, transactions, what they see, hear, touch, taste and smell.
You and your organization have opportunities to build impressions beyond commercials and ad campaigns. You can plan for some interactions. Some will just come about with no warning. Be ready for both for both will build up your value to the customer.